HӒAGEN-DAZS

Grew the Häagen-Dazs brand purpose through cultural immersion, including a $500K allocation to 5 deserving nonprofits. Enlisted celebrity talent, Leslie Grace, to promote City Sweets and act as a voice for rising talent. Built upon our network of diverse Tik Tok tastemakers to capture their #CitySweetMoment and share their purpose #ThatsDazs passions. Activated with an IRL bodega in Brooklyn to celebrate the launch with surround sound of earned national, local, consumer, and trade media.