Häagen-Dazs has appointed Nice&Frank as its creative agency of record (AOR) in the U.S., according to a press release. The ice cream purveyor is enlisting the upstart agency as packaged foods companies again ramp up brand-building initiatives following a quiet post-pandemic period roiled by inflation.
Häagen-Dazs already has big ambitions for the partnership, announcing it will air its first national Super Bowl ad in 2025. Drumstick, a sister brand under parent company Froneri, made its first big-game appearance in February with a commercial starring comedian Eric Andre.
In the release, Häagen-Dazs positioned the Super Bowl buy as the next step of a “That’s Dazs” campaign that’s been in market for five years and is part of the marketer’s strategy to engage younger consumers. Häagen-Dazs lays claim as the No. 1 ice cream brand in the U.S., with a presence in one-quarter of households.
“We instantly fell in love with the nice&frank team,” said Rachel Jaiven, head of marketing at Häagen-Dazs, in a statement. “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.”
Spark Foundry, which handles paid media across the broader Dreyer’s Grand Ice Cream portfolio, and The Door will assist with the Super Bowl push.
The Häagen-Dazs account win adds to momentum for Nice&Frank, which was founded in 2022 and has worked with brands such as PepsiCo’s Ruffles, Doritos and Bubly. Noteworthy work from Nice&Frank this year includes a “Spaghetti Legs” campaign for New Zealand-based fitness marketer Les Mills that featured branded pasta in bold green packaging.
“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,” said Laura Petruccelli, chief creative officer and co-founder of Nice&Frank. “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.”
Nice&Frank is part of a new wave of creative independents that are winning favor with marketers seeking a fresh approach. Chicago-based Highdive has been behind several buzzy Super Bowl campaigns while Mischief @ No Fixed Address has recently received AOR appointments from Peet’s Coffee and MGM Resorts.
Ad Age first reported Häagen-Dazs account change. Cartwright previously handled the brand’s creative.
