Food
Häagen-Dazs celebrates Mid-Autumn gifting season
In 2023, Häagen-Dazs is offering consumers stylish gifting treats as a key part of the Mid-Autumn Festival in China and other regions in Asia.
A gifting tradition
For more than 25 years, Häagen-Dazs has delivered consumers Mid-Autumn ice cream cake treats as gifts to relatives, friends, clients, and teachers, among others – similar to the gift-giving tradition around the Christmas holidays in many other parts of the world.
The Mid-Autumn Festival is celebrated on the 15th day of the eighth month in the Chinese lunar calendar (Sept. 29, this year), when the moon is at its fullest and roundest.
Celebrating new designs and partnerships
This year, Häagen-Dazs has taken a big step to enhance brand assets, rejuvenating packaging design with high fashion monogram patterns and applying trendy Morandi color palettes to deliver distinctive elegance and luxury through simplicity.
“This year we are focused on bringing some 'newness' to our core ice cream flavors for our Mid-Autumn gifting offerings,” says Dragon Lu, head of the Häagen-Dazs business unit in China. “We are refreshing our packaging design with new brand elements, harmonizing with a new macaron flavor, and leveraging a new rising local celebrity influencer to build awareness for the next generation in China. Our goal is to solidify Häagen-Dazs’ Mid-Autumn gifting as the high-quality ice cream dessert of choice for special occasions.”
Häagen-Dazs is optimizing the Mid-Autumn gifting product line with five offerings, focused on core flavors that include vanilla, strawberry, cookies & cream, and Belgian chocolate.
They’re also integrating Häagen-Dazs x Pierre Hermé Macaron 7-Star, Rainbow, and Deluxe premium ice cream gift products to elevate the traditional Mid-Autumn Day desserts. Each offering will feature superior craftsmanship with rich textures and diverse flavors, bringing a modern and extraordinary festival indulgence.
Häagen-Dazs partnered with local celebrity, actress Lu Bai, to launch the campaign, which has gained over 230 million impressions via digital and social media channels.
A Taste of Moon Paradise
The Mid-Autumn gifting box series is loved by the vast number of consumers across China, Hong Kong, Taiwan, and Singapore.
In Hong Kong and Taiwan, Häagen-Dazs is bringing art into the celebration of the Mid-Autumn Festival with “A Taste of Moon Paradise” product offerings.
Drawing inspiration from the exquisite 18th-century Toile de Jouy technique, this new mooncake collection boasts 12 offerings, each adorned with an artistic flair. Crafted with signature ice cream flavors and top-tier ingredients, such as coffee and green tea chocolate coatings, pistachio fillings, and Amaou strawberry puree, the premium collection is set to captivate the most discerning palates.
Häagen-Dazs is partnering with Hong Kong local celebrity, singer-songwriter Yoyo Sham and a Taiwanese paperwork artist to launch the campaign. The new Häagen-Dazs x Pierre Hermé Macaron sandwich will be the flagship product in Taiwan.
“In our 'A Taste of Moon Paradise' theme for the Hong Kong and Taiwan Mid-Autumn Festival in 2023, we've consistently elevated the tradition of gifting to an art form, where each gift embodies the essence of the Mid-Autumn Festival,” says Echo Chen, commercial director of Hong Kong and Taiwan. “We firmly believe that Häagen-Dazs gifting should be a celebration of reunion and blessings, and our mooncake products continue to epitomize this sentiment while maintaining the highest standards of quality."
