Häagen-Dazs thinks great flavor demands time to enjoy it.

That’s the premise of its new cross-channel campaign, which extends its “Slow” platform. The idea began with the brand's “Not So Fast, Not So Furious” ad that ran in this year's Super Bowl.

Nice&frank’s creative positions the ice cream as something to savor. Just slow down and focus on its texture and many ingredients.

Whether on a grocery run or evening commute home, salted brown butter cookie or salted caramel macadamia flavors are just too good to rush.

Both are part of a OOH push, as well as digital and influencer spots running nationwide.

Nice&frank's client work also includes Amazon, Doritos and San Francisco Giants.

Laura Petruccelli, Chief Creative Officer, nice&frank, told Out to Launch: “The work speaks to ice cream lovers far and wide, but even more specifically to burnout-prone Millennials and overstimulated members of Gen Z looking to reclaim some of their precious time. This campaign features what we like to call ‘slivers of slow’ — bite-size moments in our busy lives where we can slow down and enjoy the moment. Whether it be a slow stroll home from work, a rooftop oasis above a busy city or simply reclining their seat in a grocery parking lot to enjoy a salted caramel macadamia bar.”