Häagen-Dazs Lifts the Lid on 'Flavours of Love' Dining Experience

Häagen-Dazs has opened the freezer doors to its pop up event of the summer; ‘Flavours Of Love’ in Covent Garden to celebrate the collaboration between the iconic ice cream brand and world-renowned pastry chef, Pierre Hermé.

The creative concept behind ‘Flavours of Love’, as developed by Momentum Worldwide, was to encourage consumers to forget what they know about Paris and Rome, but to embrace London as the City of Love for the summer.

With two new delectable macaron-inspired flavours to dive into, guests won tickets to the exclusive event through Häagen-Dazs’ social channels to experience a dessert tasting menu, celebrating the macaron-tastic Strawberry & Raspberry and Double Chocolate Ganache flavours.

Dishes created by executive chefs at Häagen-Dazs consisted of ‘First Impression’, a meringue with mini ice cream balls and a Baba au Rhum, topped with a smoke bubble, ‘Love Is Blind’ a chocolate wonderland housed in a watermelon and ‘True Love’ also known as the Texture of Love. This combination of chocolate and raspberry came wrapped in a handcrafted shell of raspberry yuzu and chili fruit leather.

Entering through the secret freezer door in Covent Garden’s central market, guests embarked on their Flavours of Love questionnaire to spark passion amongst couples, with the intention of making sparks fly across each table. Couples were invited to talk about their favourite songs and memories, working their way through their ‘love report’ with accompanying dishes to complement the conversation and ignite more romance.

Jose Alves, head of Häagen-Dazs UK, “Through this City of Love campaign we wanted to ignite the passion of Londoners and celebrate not only our love for the city but the love that exists between those that live in it. It brings me a lot of joy to see the new flavours, crafted in collaboration with pastry superstar Pierre Hermé used in new and innovative ways to deliver extraordinary experiences for our consumers. I hope everyone can enjoy some of our Flavours of Love over the whole summer. ”

To launch the campaign, Häagen-Dazs published a ‘Love Map’ on its UK website to encourage all consumers to find their own joie de vivre in the capital and experience the most romantic spots and enchanting places London has to offer. Key ‘Love Marks’ include Primrose Hill and the British Museum, for consumers and ice cream fans alike to up their dating game this summer.

Matt Lewis, UK president, Momentum Worldwide, “We had the pleasure of teaming up with Häagen-Dazs to launch this important collaboration with Pierre Hermé to crown London as the true City of Love this summer. From our onsite collaboration on the ‘Love Map’ to creating a seamless consumer experience for those looking to come to the event itself, our multi-channel campaign promises a chic ice cream experience for all Londoners to enjoy”.

The new flavours from Häagen-Dazs + Pierre Hermé are out now at all major UK retailers from £5.25.