• by Fern Siegel , July 10, 2024

Haagen-Dazs has announced a new creative agency partner, nice&frank, which will develop and produce the brand campaign for the 2025 Super Bowl, as well as other cultural moments throughout the year.

The upcoming work marks Haagen-Dazs' first investment in the big game.

The agency will also assume creative and strategic marketing duties moving forward.

The Super Bowl commercial will build on the success of the brand’s “That’s Dazs” campaign. The ice cream brand is now found in 25% of U.S. households.

Also assisting in the development and activation of the Haagen-Dazs' Super Bowl 2025 campaign is existing agency partner Spark Foundry.

Haagen-Dazs was founded by Rose and Reuben Mattus in 1960. Today, the brand offers ice cream, non-dairy frozen dessert, sorbet and bars in more than 65 flavors available worldwide.

Nice&frank's client work includes the San Francisco Giants, Doritos and Bubly.