HAAGEN-DAZS SET FOR SUMMER
By Adnews Staff
For the first time, Nestle Canada is launching a Canadian TV campaign to support its Haagen-Dazs frozen snacks and deserts. The company is also supporting the line with new packaging, point of purchase materials and sampling. Beginning this week in the Toronto, Montreal, Vancouver, Calgary and Edmonton markets, a 30-second spot entitled "Beyond Ice Cream" promotes the connection between summer and ice cream. Slated to run until August, 1997 in both official languages, the campaign was originally created by Haagen-Dazs' U.S. agency, Partners & Shevack Inc. of New York, and adapted for Canada by The BCP Group Ltd. of Montreal. Nestle is also introducing new products to its Haagen-Dazs frozen snacks and desert line this summer. In addition to adding Cherry Vanilla ice cream and Chocolate and Dark Chocolate novelty stick bars to its premium ice cream products, Haagen-Dazs will be reducing the fat in its Frozen Yogurt and Yogurt Ice lines from between two and three per cent to under one per cent. National Public Relations of Toronto is handling PR for Haagen-Dazs in Canada.