PPR

New Zealanders Scream for Ice Cream with Häagen-Dazs

Challenge
PPR was asked to devise a strategy to launch Häagen-Dazs into the New Zealand market. This needed to translate to grocery trial and brand advocacy.
Community Insight
New Zealand is the second biggest consumer of ice cream per capita and have strong loyalty to home grown brands.
Solution
PPR set-up an Instagram page named #HelloNZ populated with colourful content that alluded to the fact that something delicious was about launch in New Zealand. Life size fridge decals were also positioned in high foot traffic areas encouraging passers-by to follow @HelloNZ
Outcome
Over the three week campaign, the #HelloNZ page accumulated 2,000 followers, well above the KPI of 500 and generated 345 pieces of social coverage from digital influencers. Two weeks after the launch – with no ATL support - Haagen-Dazs was the third ranked premium ice cream brand in both Progressive and Foodstuffs with 4 SKUs in the top 10