# Sporty Ice Cream-Themed Activations The Häagen-Dazs Flavour Club is Coming to the UK By Michael Hemsworth | Published 2024-06-29 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/hagendazs-flavour-club References: [retailtimes](https://retailtimes.co.uk/haagen-dazs-unveils-sports-free-summer-activation/) & [haagen-dazs](https://www.haagen-dazs.co.uk)  The [Häagen-Dazs Flavour Club](https://www.trendhunter.com/trends/hagendazs-x-pierre-herm-campaign) is a new experiential marketing campaign from the brand that's heading to the UK to provide consumers with an alternative form of entertainment outside of sports. The activation is headed to London, Manchester and Edinburgh where consumers can enjoy an array of treats including Häagen-Dazs [Bites](https://www.trendhunter.com/trends/little-bites-smores), purchase some limited-edition gear and partake entertainment including dancing and more. The campaign will be further supported with social media activity alongside local targeted out-of-home (OOH) marketing across the UK. Head of Brand Nicole Whelan spoke on the Häagen-Dazs Flavour Club saying, "We are thrilled to launch the Häagen-Dazs Flavour Club across the UK this summer to offer Brits some fun in the sun, as we know sport isn’t everyone’s flavour. Our goal is to create a sanctuary of indulgence for those who want to escape the sports frenzy and simply enjoy the finer things in life. The Häagen-Dazs Flavour Club is all about celebrating the nation’s passion for ice cream, creating a team that everyone can back, whilst bringing people together to create unforgettable summer memories.” ## Trend Insights (Trend Hunter) - Score: 5.2/10 - Popularity: 64% | Activity: 66% | Freshness: 25% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) ## Key Themes ### What's Driving This Trend - **Experiential Marketing Campaigns:** Brands are using interactive and engaging experiences to create strong emotional connections with consumers. - **Alternative Entertainment Options:** Companies are offering diverse forms of entertainment to attract audiences who are looking for activities beyond traditional sports. - **Limited-edition Merchandise:** The creation and sale of exclusive items are being leveraged to enhance brand loyalty and consumer excitement. ### Who This Affects Most - **Food and Beverage:** The sector is innovatively combining product sampling with leisure activities to boost consumer engagement. - **Event Planning:** A surge in demand for unique events and experiences presents a growing market opportunity for professionals in this industry. - **Marketing and Advertising:** There is a noticeable shift towards immersive campaigns that integrate both digital and physical touchpoints to captivate audiences. ## Related on Trend Hunter - [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) - [Complimentary Ice Cream Activations](https://www.trendhunter.com/trends/nuii-adventure-wagon.md) - [Logo-Shaped Ice Cream Bars](https://www.trendhunter.com/trends/hagendazs-stickbars.md) - [Playfully Indulgent Ice Cream](https://www.trendhunter.com/trends/city-sweets-collection.md) - [Illusory Ice Cream Pop-Ups](https://www.trendhunter.com/trends/ohaagens.md) - [Boozy Ice Cream Pop-Ups](https://www.trendhunter.com/trends/ice-cream-pop-up.md) - [Revamped Ice Cream Shops](https://www.trendhunter.com/trends/thats-dazs.md) - [Macaron-Inspired Pop-Ups](https://www.trendhunter.com/trends/flavours-of-love.md)