Haagen-Dazs appoints BBH Asia Pacific for digital work in three regions

The appointment came after an invitation-only pitch. The remit includes the development of a strategic framework and creative assets for digital and PR activation, with a strong focus on content management in the social-media space.

“As one of the world’s most loved ice-cream brands, we want Haagen-Dazs to engage in the most relevant way possible with consumers,” said Trevor Pickard, regional marketing director at General Mills Asia. “The partnership will enable us to strengthen our digital presence and take the Haagen-Dazs brand to the next level.”

Haagen-Dazs is the second General Mills brand recently awarded to the BBH network. General Mills handed the estimated US$40 million global ad account for its Old El Paso brand to BBH London in July.