Ice cream brand Haagen-Dazs is celebrating its status as a traditional summer must-have with a simple, but evocative new out-of-home campaign.
Developed by London agency BBH in its first out-of-home work for the historic US brand since securing its account in 2024, ‘Devoured’ will mark the beginning of a “creative journey” that will build towards a global brand campaign in Spring 2026.
Shot by photographer Dan Tobin Smith, this latest creative will celebrate Haagen-Dazs’ famous product – despite not showing any actual ice cream throughout.
“We didn’t need to show the product because the craving you get from looking at it, says it all,” said Alex Grieve, BBH global chief creative officer.
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“That kind of confidence comes from a client that knows their product is just that good. We’re incredibly proud of our partnership and legacy with this iconic brand and excited for what’s to come. Watch this space.”
Set to run across the UK and Spanish markets, ‘Devoured’ follows on from a series of product-led campaigns from BBH over the summer, demonstrating the firm’s new products and flavours. Media planning and buying was handled by UM.
Priscilla Zee, global head of Haagen-Dazs added: “We are proud to work with an agency that has a long-standing legacy with our brand, and commitment to creativity and growth.
“This work is a celebration of what makes Häagen-Dazs iconic: unmatched product, crafted with care, and savoured to the last bite.”
