Häagen-Dazs and Bartle Bogle Hegarty (BBH) have rekindled their relationship.

The brand just appointed BBH as its global lead creative agency after a competitive pitch.

BBH handled the account in the 1990s, producing "Dedicated to Pleasure" and "Heat," the brand’s first TV advertising campaign. The current win signals Häagen-Dazs's decision to disrupt the sector with a new global brand platform and distinct visual identity. The goal is to double sales results.

Karen Martin, CEO at BBH London, said: “Häagen-Dazs has a unique place in the creative legacy of BBH and getting the chance to reconnect with such an iconic brand feels like an incredibly special moment.”

The first work from BBH will go live in early 2025. 

The incumbent was Forsman & Bodenfors, and Oystercatchers ran the review.

Manuel Garabato, global brand director, Häagen-Dazs, said: “This isn't our first date with BBH. Now we’re rekindling that relationship to create a bold and challenging approach to the category.”

BBH has offices in Dublin, New York, Mumbai, Singapore and Shanghai. Clients including Audi, Barclays, Burger King, Google, Marvel, Nike and Tesco.  

Häagen-Dazs is part of General Mills Inc.