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We helped Häagen-Dazs open freezer doors to a secret macaron-inspired pop-up dining-experience in London! Ice-cream fans could win tickets to the activation by entering competitions on Häagen-Dazs’ social channels. The winners could then enter the experience through a secret freezer door in Covent Garden before filling in a questionnaire aimed at igniting romance and making sparks fly by encouraging couples to talk about their favourite songs and memories, while enjoying a dessert tasting menu.

The event was part of the launch of two macaron-inspired ice-cream flavours, Strawberry & Raspberry and Double Chocolate Ganache, and celebrated the collaboration between Häagen-Dazs and French pastry chef Pierre Hermé.

We created the creative concept ‘Flavours of Love’ to encourage consumers to forget what they know about Paris and Rome, but to embrace London as the City of Love for the summer. We wanted to ignite the passion of Londoners and celebrate not only our love for the city but the love that exists between those that live in it.

As part of the campaign, we published a ‘Love Map’ on the Häagen-Dazs UK website to encourage all consumers to find their own joie de vivre in the capital and experience the most romantic spots and enchanting places London has to offer. Key ‘Love Marks’ include Primrose Hill and the British Museum, for consumers and ice cream fans alike to up their dating game this summer.