Häagen-Dazs picks new creative and social media agency for SEA

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General Mills Southeast Asia has appointed Jakarta-based Leverate Group to lead Häagen-Dazs' creative and social media strategy across the region, with responsibilities beginning in November. Leverate Group will manage creative and social media efforts, initially focusing on the year-end festive campaign.

Leverate Group will direct the social media strategy and creative development for Häagen-Dazs in key markets including Singapore, Thailand, and Malaysia.

Don't miss: Häagen-Dazs releases Emily in Paris themed ice cream, pop-up events and contests

On top of the social media scope, Leverate Group will also develop 2024’s festive campaign strategy and creative development, through an omnichannel approach.

“Social media is an important communication channel for Häagen-Dazs to reach our target audiences and what Leverate team has brought to the table shows their deep understanding of the channels which will help us drive further engagements with them” said Tya Close, head of marketing SEA at General Mills.

“We are very excited and honoured to be able to work with one of the legendary brands for this region. Häagen-Dazs is known for its relentless pursuit and dedication to making the best ice cream for their fans, therefore we will put our best efforts into bringing those brand experiences to life in a refreshing and innovative way” said Monica Hynds, MD of Leverate Group, Singapore.

This comes shortly after Häagen-Dazs appointed Kaajal Shivdasani as its marketing director for Asia.

Shivdasani joins the global brand development team on Häagen-Dazs to lead the brand strategy and portfolio development across Asia, as well as the global strategy on the handheld segment, said a spokesperson from Häagen-Dazs when MARKETING-INTERACTIVE reached out at the time.

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