Häagen-Dazs Teams Up with Independent Agency Nice&Frank for a Super Bowl Splash



Read Time

3 min


09 July, 2024

Lots of big brands have started to partner with independent creative agencies, believing these teams can offer fresher, more innovative ideas.

Häagen-Dazs is one of the latest brands jumping on the trend after appointing Nice&Frank as its creative agency of record (AOR) in the U.S. The core aim is to accelerate their brand-building initiatives following a quiet period post-covid.

Aside from this however, the ice cream giant has ambitious plans.

They recently announced that they will launch their first national Super Bowl advert in 2025 following in the footsteps of similar brands such as Drumstick, a sister brand under parent company Froneri.

The brand made its debut in the big game this February with a commercial starring comedian Eric Andre. The ‘That’s Dazs’ campaign which has been in place for five years, includes this Super Bowl spot and marks a natural evolution in targeting younger audiences.

This initiative is designed to strengthen the brand’s connection with a new generation by leveraging the event’s broad reach, cultural significance, and social media potential.

The ice cream has already become immensely popular, asserting its position as the top ice cream brand in the U.S., with a presence in one out of every four households. And let’s be honest, you can’t go to the movies without grabbing a tub – however extortionately priced it may be!

Rachel Jaiven, Head of Marketing at Häagen-Dazs said the following:

We instantly fell in love with the Nice&Frank team. Their creativity, honesty, and passion for Häagen-Dazs was evident from the start. We knew right away they were the perfect partners to help bring us to the Super Bowl, and further our legacy as a respected and loved brand.

Whilst Nice&Frank is a relatively new company after only being founded in 2022, they’ve already built up quite a nice portfolio.

They have worked with major brands like PepsiCo’s Ruffles, Doritos, and Bubly. A standout project from Nice&Frank this year is the “Spaghetti Legs” campaign for New Zealand’s fitness brand Les Mills, which showcased branded pasta in striking green packaging.

Laura Petruccelli, Chief Creative Officer and Co-founder of Nice&Frank added:

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. We pride ourselves on asking the right questions to get to honest answers faster. 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.

Hey I'm Tony, Founder and Director of Canny Creative. I eat, sleep and bleed Canny to be honest. I'm an absolute workaholic (and yes, I know that's not a good thing!).

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