Häagen-Dazs campaign drops everything but the stick
By James Herring on Monday, July 21, 2025
Häagen-Dazs pares it back with a bold new OOH campaign from BBH.
While many ice cream brands lean into maximalism with sprinkles, swirls and indulgent close-ups, Häagen-Dazs is taking a more restrained approach.
‘Devoured’ is the latest out-of-home campaign from BBH, and it features nothing but an empty stick and a smear of melted chocolate.
Shot by still-life photographer Dan Tobin Smith, the work is a minimal portrait of what’s already been enjoyed – and a confident play on the power of suggestion.
It marks a shift for the brand, which last year focused on sensory indulgence with its ‘Don’t Hold Back’ series.
This time, the product is absent, letting imagination and craving do the work.
“We didn’t need to show the product,” said Alex Grieve, BBH’s Global CCO. “The craving you get from looking at it, says it all.”
Running across the UK and Spain and timed with National Ice Cream Day, the campaign also coincides with a redesign of Häagen-Dazs’ Stickbars.
‘Devoured’ is the first part of a broader journey building towards a global campaign in Spring 2026.
Priscilla Zee, Global Head of Häagen-Dazs, said the work reflects a product that is “crafted with care, and savoured to the last bite.”
This campaign continues BBH’s recent run of product-led work for the brand, celebrating flavour and visual craft.
