Ice cream brand Häagen-Dazs has just revealed its purchase of national airtime in preparation to launch its first ever Super Bowl ad, which will debut during Super Bowl LIX in 2025.
Partnering with newly awarded creative agency of record nice&frank, this marks the company's first foray into Super Bowl advertising in its 60-year history.
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This is a milestone moment for the ice creamery following the massive success of the "That's Dazs" brand campaign, which was launched five years ago.
Since then, Häagen-Dazs has become one of the top-selling ice cream brands in the U.S., and can be found in 25% of American households.
Häagen-Dazs Head of Marketing Rachel Jaiven emphasized the cultural importance of the occasion in a brand statement, highlighting its ability to bring people together through a shared love of food.
A Match Made in Heaven
nice&frank will helm the brand campaign throughout the Super Bowl, along with other key activations throughout the year.
Moving forward, the agency will also handle creative and strategic marketing for the brand.
Laura Petruccelli, chief creative officer and co-founder of nice&frank, shared the agency's love for working with brands that "care deeply about what they do and the people they do it with."
"You need a deep sense of trust for brave ideas to happen, which is something we want on any creative project and particularly for a stage like the Super Bowl," she said.
Jaiven added that the Häagen-Dazs team immediately felt a mutual admiration for the agency's genuine energy and enthusiasm for the brand, which made them a perfect pairing.
Existing agency partner Spark Foundry will also aid in the development of the Super Bowl campaign.
Notably, Spark Foundry also manages paid media across Häagen-Dazs parent company Dreyer's Grand Ice Cream.
Meanwhile, The Door will manage PR as well as influencer and talent support.
