In honour of International Women’s Day, Häagen-Dazs is paying tribute to Rose Mattus, its female co-founder, through a global campaign named “The Rose Project”. The campaign features a US$100k bursary to recognise Mattus’ unsung contribution to the brand and aims to celebrate women who are not afraid to take risks and make a difference.
Rebranding to Showcase Mattus’ Contribution
Haagen-Dazs is launching a global rebranding campaign in which the message “Rose Mattus Woman Founded Business Established 1960” will be displayed alongside the iconic Haagen-Dazs logo in stores, online, and on social media. This is to recognise Mattus’s contribution. Furthermore, Häagen-Dazs Vanilla ice cream will be renamed the “Founder’s Favourite” in recognition of Mattus’ lifelong love of the brand’s original flavor since 1960.
Free Scoop Day on International Women’s Day
To celebrate International Women’s Day, Häagen-Dazs will offer a free scoop of “Founder’s Favourite” to consumers on March 8th at over 100 participating Häagen-Dazs shops in Europe, Latin America, Asia, and the Middle East. For those who can’t make it to Free Scoop Day, Haagen-Dazs made a limited number of 1960 Haagen-Dazs “Founder’s Favourite” Vanilla take-home pints that will be sold in all participating stores around the world during the month of March. People can get the pints if they scan a QR code in the store and suggest someone for The Rose Project.
Recognising Unsung Women
As part of “The Rose Project,” people worldwide will have the opportunity to nominate themselves or other unsung women who deserve recognition for their trailblazing efforts, achievements, and societal contributions. From these suggestions, a list of 50 women whose efforts are worth praising will be made.
Campaign Conceptualisation and Management
Forsman & Bodenfors in New York came up with the idea for the global campaign. LOVE was in charge of creative and design, BrandCrops in Madrid was in charge of social strategy, and Capture Communications ran The Rose Project.
Building on “Women Who Don’t Hold Back”
This new campaign builds on Häagen-Dazs’ “Women Who Don’t Hold Back” initiative, which was launched in 2021 to spotlight female trailblazers around the world.
Inspiring Women to Share Their Stories
“Reuben Mattus made our flavours but Rose Mattus made us famous! By telling Mattus’ untold story as a marketing pioneer who built our brand as a true partner to her inventor husband and helped create our shops business with her daughter Doris, we hope to use this year’s IWD celebration as a beacon for #EmbraceEquity,” said Clare Brosnan, global brand experience director at Häagen-Dazs.
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“We hope that Rose Mattus’ story inspires talented and often unsung women to share their own story and also put others forward for the grants. The launch of The Rose Project directly puts our purpose to action with the long-term commitment to supporting women and gender equity going well beyond International Women’s Day,” Brosnan added.