This is not a review, but I do love a delicious campaign, so here we are talking about Häagen-Dazs which has launched a new out-of-home campaign titled “Devoured,” created in collaboration with BBH and photographed by Dan Tobin Smith. The campaign features minimalistic visuals of clean, licked ice cream sticks with traces of melted ice cream, making the point that you missed out on something yummy. I’m all for minimalism in campaigns, so this hits home with my need for decluttered art direction.
The campaign, running across the UK, Spain – Europe, was timed to coincide with National Ice Cream Day, which was July 20th. I am so remarkably disappointed that the South African market won’t be getting these billboards, which now leads me to wonder how the South African side of Häagen-Dazs’s market share is going…
But all is not lost on the frontline as “Devoured” is the first campaign following the renewed partnership between Häagen-Dazs and BBH, setting the foundation for a global brand campaign planned for Spring 2026. The campaign emphasizes a product-first and craft-led approach.
“We didn’t need to show the product because the craving you get from looking at it, says it all,” said Alex Grieve, Global Chief Creative Officer at BBH.
“That kind of confidence comes from a client that knows their product is just that good. We’re incredibly proud of our partnership and legacy with this iconic brand and excited for what’s to come. Watch this space.”
Creative Directors of this campaign are : Gen Gransden, Selma Ahmed, Luke Till & Lawrence Bushell under the lead of executive creative director, Felipe Guimaraes.
