Häagen-Dazs supports women-centric charities across Asia this IWD

Following Häagen-Dazs’ global campaign launch The Rose Project last year, the brand has rolled out a series of initiatives to support women-centric charities across Asia and Europe this year.   

As part of the campaign, Häagen-Dazs is lending its support to women-centric charities in Taiwan by donating TWD$10 from each limited-edition Rose Project minicup collection sold in retailers nationwide, to The Awakening Foundation to support the organisation and its mission.  

In India, a portion of Häagen-Dazs Shops proceeds from the month of March will be donated to BAIF to help support the livelihood of families headed by single women.  

While in the UK, a limited-edition Rose Project Vanilla pint sold exclusively in Sainsbury’s will donate 50p per pint produced to The Prince’s Trust Change a Girl’s Life campaign with a committed pledge of £20,000. 

Furthermore, on 8 March, Häagen-Dazs will be offering special promotions for its ‘Founder’s Favourite’ Vanilla ice cream in celebration of Rose Mattus to consumers to mark International Women’s Day in select Häagen-Dazs Shops across Europe, Latin America and Asia, including India, Hong Kong, Singapore, Malaysia and Taiwan. 

In a conversation with MARKETING-INTERACTIVE, a spokesperson from Häagen-Dazs said these celebrations are for everyone around the world, including both men and women.  

“Nominations for The Rose Project 2024 are now open for those who know a trailblazing unsung woman, or believe they are themselves, deserving of recognition for their inspirational work.” 

This campaign has been marketed via global press releases and via amplification of the winners, judges and local activity in shops on Häagen-Dazs social media channels, according to the spokesperson. It will also be promoted in print and online publications. 

Aurélie Lory, global managing director of Häagen-Dazs shops and The Rose Project judging panellist said: “As a brand proudly co-founded by a woman, Häagen-Dazs is committed to honour this legacy to support and empower women at all levels. The Rose Project is the perfect platform for this.” 

“This year, across International Women’s Day, not only will we be announcing our first five trailblazing Rose Project winners, but extending our support to grassroots charities and celebrating the everyday unsung heroes with scoops giveaways in Shops. We hope this year’s incredible winners inspire other talented and unsung women to share their own story or put others forward in this year’s nominations,” Lory added. 

Don't miss: Häagen-Dazs rebrands its Vanilla flavour packaging for IWD

The Rose Project was designed to honour the brand's female co-founder Rose Mattus. The campaign also has a US$100k bursary to shine a light on Mattus' unsung contribution to the brand and aims to honour women who don’t hold back.

The global rebrand honouring Mattus’ contribution saw ‘Rose Mättus Woman Founded Business Established 1960’ accompanying the iconic Häagen-Dazs logo across multiple touch points in shops and on digital and social platforms.  Meanwhile, Häagen-Dazs Vanilla ice cream has been renamed to the ‘Founder’s Favourite’ in recognition of Mattus’ life-long love of the brand’s iconic original flavour since 1960.

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