Häagen-Dazs has appointed Nice&Frank as its creative agency of record (AOR) within the U.S., in keeping with a press release. The ice cream purveyor is enlisting the upstart agency as packaged foods firms again ramp up brand-building initiatives following a quiet post-pandemic period roiled by inflation.
Häagen-Dazs already has big ambitions for the partnership, announcing it’s going to air its first national Super Bowl ad in 2025. Drumstick, a sister brand under parent company Froneri, made its first big-game appearance in February with a industrial starring comedian Eric Andre.
In the discharge, Häagen-Dazs positioned the Super Bowl buy as the following step of a “That’s Dazs” campaign that’s been in marketplace for five years and is an element of the marketer’s strategy to have interaction younger consumers. Häagen-Dazs lays claim as the No. 1 ice cream brand within the U.S., with a presence in one-quarter of households.
“We immediately fell in love with the great&frank team,” said Rachel Jaiven, head of selling at Häagen-Dazs, in an announcement. “Their creativity, honesty, and keenness for Häagen-Dazs was evident from the beginning. We knew immediately they were the right partners to assist bring us to the Super Bowl, and further our legacy as a respected and loved brand.”
Spark Foundry, which handles paid media across the broader Dreyer’s Grand Ice Cream portfolio, and The Door will assist with the Super Bowl push.
The Häagen-Dazs account win adds to momentum for Nice&Frank, which was founded in 2022 and has worked with brands such as PepsiCo’s Ruffles, Doritos and Bubly. Noteworthy work from Nice&Frank this 12 months features a “Spaghetti Legs” campaign for New Zealand-based fitness marketer Les Mills that featured branded pasta in daring green packaging.
“We love finding partners who care deeply about what they do and the people they do it with, which couldn’t be more true for the team at Häagen-Dazs,” said Laura Petruccelli, chief creative officer and co-founder of Nice&Frank. “We pride ourselves on asking the appropriate inquiries to get to honest answers faster. You need a deep sense of trust for brave ideas to occur, which is something we wish on any creative project and particularly for a stage just like the Super Bowl.”
Nice&Frank is an element of a recent wave of creative independents which can be winning favor with marketers looking for a fresh approach. Chicago-based Highdive has been behind several buzzy Super Bowl campaigns while Mischief @ No Fixed Address has recently received AOR appointments from Peet’s Coffee and MGM Resorts.
Ad Age first reported Häagen-Dazs account change. Cartwright previously handled the brand’s creative.
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