Haagen-Dazs is set to launch an experiential marketing campaign across the UK this summer with an ice-cream van with in-built DJ decks embarking on a tour of major cities.
Tying in with the brand’s ‘Ice cream of creams’ campaign launched last month, the ‘ice cream van of ice cream vans’ experience will offer visitors the chance to enjoy a Haagen-Dazs ice cream coupled with a set from a celebrity DJ.
A number of famous faces from the musical industry have been recruited to appear throughout the campaign, including Pixie Lott and Radio 1 DJ Arielle Free.
The van will begin its tour at Shoreditch Boxpark, appearing there from 15 to 16 July before moving on to Edinburgh’s St James Quarter from 23 to 24 July.
READ MORE: Häagen-Dazs declares itself ‘The Ice Cream of Ice Creams’ in global campaign
“It’s time for a new era for ice-cream vans; the UK’s most iconic ice-cream moment, elevated with a Häagen-Dazs twist to bring our ‘The ice cream of ice creams’ campaign to life,” brand experience manager, Jade Evans said.
“The launch of this redefined ice-cream van showcases the joy of our premium ice-cream experience in an over-the-top, playful way, building on our iconic and joyful brand identity.
“Through this activation we hope to spread moments of joy with Häagen-Dazs across the UK, making the Häagen-Dazs Ice-Cream Van the ultimate destination for the best summer experience.”
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