# Ice Cream Popsicle Campaigns Häagen Dazs’ Devoured Campaign Sparks Craving Through Absence By Amy Duong | Published 2025-07-22 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/devoured-campaign References: [bartleboglehegarty](https://www.bartleboglehegarty.com/)  Häagen-Dazs’s “Devoured” campaign strips imagery down to the bare essentials—just a wooden stick and a streak of melted chocolate set against a clean background. Launched this July in the UK and Spain by [BBH](https://www.trendhunter.com/trends/hijacking-christmas) and shot by Dan Tobin Smith, the ads rely on suggestion rather than over-the-top visuals to evoke indulgence. By showcasing the aftermath, not the full treat, the campaign plays on memory: “We didn’t need to show the product because the craving you get from looking at it, says it all,” explains BBH global CCO Alex Grieve. This minimalist approach marks a confident departure from the category’s usual bright, lavish styling, trusting the audience's own imagination to fill in the flavor. Alongside the visuals, Häagen Dazs updated its stick bars with a thicker chocolate shell and redesigned shape for better texture and bite. Timed around National Ice Cream Day, the campaign is a teaser—“an opening note” ahead of a global rollout set for spring 2026. With its reliance on restraint rather than decoration, “Devoured” redefines indulgence by celebrating what’s been savored, not what remains. Image Credit: BBH ## Trend Insights (Trend Hunter) - Score: 5.7/10 - Popularity: 63% | Activity: 63% | Freshness: 46% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### What Makes This Trend Stand Out - **Minimalist Marketing:** Leveraging minimalist visuals, this trend taps into consumer imagination, encouraging engagement through subtle suggestion rather than overtly lavish promotional designs. - **Memory-evoking Advertising:** Campaigns that focus on evoking memories rather than showcasing products are redefining how brands connect emotionally with consumers. - **Redefined Indulgence:** By elevating the anticipation of indulgence through simplicity, brands are shifting how luxury is perceived and experienced in the food industry. ### Sectors Adopting This - **Food and Beverage:** Emerging campaigns like 'Devoured' highlight opportunities for the food and beverage industry to innovate in product presentation and consumer engagement. - **Advertising and Marketing:** Subtle, suggestive advertising is transforming the marketing industry by appealing directly to consumer's imaginations and emotions. - **Luxury Goods:** The trend towards redefined indulgence offers new opportunities for innovation in how luxury goods are perceived and marketed, focusing on the experience rather than elaborate product design. ## Related on Trend Hunter - [Sound-Focused Ice Cream Ads](https://www.trendhunter.com/trends/magnum-ice-cream-ads.md) - [Carefree Ice Cream Campaigns](https://www.trendhunter.com/trends/hagendazs-x-pierre-herm-campaign.md) - [Ice Cream-Inspired Superbowl Campaigns](https://www.trendhunter.com/trends/nicefrank.md) - [Logo-Shaped Ice Cream Bars](https://www.trendhunter.com/trends/hagendazs-stickbars.md) - [Sporty Ice Cream-Themed Activations](https://www.trendhunter.com/trends/hagendazs-flavour-club.md) - [Illusory Ice Cream Pop-Ups](https://www.trendhunter.com/trends/ohaagens.md) - [Indulgent Frozen Novelties](https://www.trendhunter.com/trends/new-haagen-dazs-products.md) - [Thoughtful Ice Cream Campaigns](https://www.trendhunter.com/trends/miniwinmonday.md) - [Ice Cream-Celebrating Campaigns](https://www.trendhunter.com/trends/ben-jerrys-great-summer-bar-drop.md)