Ice-cream brand Häagen-Dazs is launching a new global brand campaign titled ‘The Ice Cream of Ice Creams’.

The campaign will focus on the premium position Häagen-Dazs occupies in the market as it aims to drive key category growth across its key territories, including the UK.

Promotional materials will be rolled out across TV and video-on-demand platforms, including Sky, ITV and Channel 4, alongside a push on social media, digital video and influencer activity.

The campaign will look to reinforce the luxury ice cream’s ‘Don’t hold back’ messaging, encouraging the customer to think of Häagen-Dazs as the ultimate indulgence.

READ MORE: Unilever outlines new global marketing principles for materials targeting children

“Häagen-Dazs is the best of the best because of our sophisticated craftsmanship and use of high-quality ingredients,” Häagen-Dazs UK marketing manager, Jose Alves said.

“This is reflected in the fact we’re the number one brand for superior taste experiences and our aim is to create special moments of indulgence that our customers can enjoy at home.

He added: “Our new ‘The Ice Cream of Ice Creams’ campaign showcases the value of premium ice cream experiences in an over-the-top, playful way, which builds on our iconic brand identity.

“The series of ads includes an artist creating a life-size ice cream sculpture of herself – re-enforcing our ethos as the go-to ice cream for those who don’t hold back.”

Click here to sign up to Marketing Beat’s free daily email newsletter