TBWA/Stream, the brand entertainment arm of TBWA, has won the UK branded content business for premium ice cream brand Häagen Dazs, following a pitch.
It is thought that parent company, General Mills, has given the London-based agency a UK-focused brief to create a number of branded properties, such as summer events.
A number of undisclosed agencies were invited to pitch against Stream. The brand’s £30m global advertising account is already handled by TBWA/London.
Rival brand Ben & Jerry’s, which is owned by Unilever, has a number of branded properties, including summer festival, Ben & Jerry’s Summer Sundae, which has been held for the past three years in Clapham Common. Last year, the brand appointed experiential agency Cake to handle its outdoor and live events and company initiatives such as the Free Cone Day.
Traditionally, Häagen Dazs has favoured above-the-line advertising. Its most recent high-profile campaign was a £5m push in 2005 to reinforce its “luxury” status and justify the brand’s high price amid a flux of newer rivals.
It is thought to be considering a more experiential approach in order to target a younger audience.
TBWA/Worldwide won the global advertising account in March 2002 in a pitch led from the network’s London agency. The pitch was called as part of a worldwide consolidation after General Mills completed its acquisition of Häagen Dazs’ parent, Pillsbury, from Diageo. It was previously held in the UK by Euro RSCG.
TBWA/Stream was unavailable for comment.