Häagen-Dazs - Tasty Stamps

Objective
Create a campaign that will reward loyal Häagen-Dazs customers in the Häagen-Dazs Cafés and stimulate repeat purchases. The campaign must communicate the basic proposition: Let your tongue travel.

Development
Let your tongue travel. That is the Häagen-Dazs claim. Now with the new Häagen-Dazs tasty stamps, you can literally send your favorite taste sensation on a journey. These genuine Austrian postal stamps taste of Choc Choc Chips, Panna Cotta & Raspberry, Cookies & Cream, Macadamia Nut Brittle or Strawberry Cheesecake. Each flavor is assigned to a specific stamp motif. There were 5 motives in all. Loyal customers who bought 10 scoops of Häagen-Dazs ice cream were rewarded for their pleasure! They received free specially-designed stamps and postcards, enabling them to send their favorite flavours as a greeting.

Relevance
The campaign was scheduled to last for one month. But at the two-week halfway mark, the stamps were already out of stock at the participating Häagen-Dazs locations.

Outcome
Product sales almost doubled within this short period of four weeks.The campaign was scheduled for a month. But at the two-week halfway mark, all 12,000 booklets were already out of stock at the participating Häagen-Dazs stores in Austria. And: Product sales almost doubled within this short period.

Advertising Agency: TBWA\ Germany
 Creative Director: Dietrich Zastrow
Art Director: Kirsten Frenz
Copywriter: Susanne Thomé

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