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Haagen-Dazs breaks new campaign

Nestlé Canada began a new out-of-home advertising campaign for its Häagen-Dazs ice cream brand yesterday. The campaign, developed by Publicis of Toronto, depicts the brand as the "standard of excellence in ice cream," with a focus on the quality of its ingredients and the care used in its manufacture. The creative seeks to foster an emotional comparison between the product and other objects and experiences classed as "best of the best." The three executions are running as billboards and building wraps in the downtown areas of Toronto, Montreal and Vancouver. "Although we've continued to produce leading products year after year, Häagen-Dazs has taken a quieter approach in terms of consumer communication," said Carm DaSilva, marketing manager for the brand. "It was time for Häagen-Dazs to resurface in a bolder, louder and more confident way, a way that truly reflects the brand. Häagen-Dazs consumers know and love the brand, and it's time to reignite the passion in the relationship between the brand and consumers."

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