Häagen-Dazs, known for its delectable ice cream, has taken a step forward in supporting women-centric charities across Asia and Europe. Following the success of The Rose Project, a global campaign launched last year, the renowned brand has initiated a series of philanthropic activities to aid women-centric charities in various regions.
In Taiwan, Häagen-Dazs is contributing to the cause by donating TWD$10 from the sale of each limited-edition Rose Project minicup collection to The Awakening Foundation, a pivotal organization dedicated to empowering women. This generous support aims to further the foundation’s mission and bring about positive change.
Meanwhile, in India, a portion of the proceeds from Häagen-Dazs Shops during the month of March will be channeled to BAIF, an organization focused on assisting families headed by single women, thereby bolstering their livelihoods.
Not limiting its support to Asia, Häagen-Dazs has also extended its charitable endeavors to the UK. The brand has introduced a special limited-edition Rose Project Vanilla pint exclusively available at Sainsbury’s, with 50p from each pint sold being donated to The Prince’s Trust Change a Girl’s Life campaign, demonstrating a committed pledge of £20,000.
Furthermore, on 8th March, in commemoration of International Women’s Day, Häagen-Dazs will be offering exclusive promotions for its ‘Founder’s Favourite’ Vanilla ice cream at select Häagen-Dazs Shops across Europe, Latin America, and Asia, including India, Hong Kong, Singapore, Malaysia, and Taiwan.
Speaking to MARKETING-INTERACTIVE, a Häagen-Dazs spokesperson emphasized that the brand’s celebrations are inclusive, open to everyone around the world, irrespective of gender. Additionally, nominations for The Rose Project 2024 are now open, inviting individuals to put forward trailblazing unsung women who have made remarkable contributions or nominate themselves for their inspiring work.
The campaign has been strategically promoted through global press releases, social media amplification, and will be further showcased in print and online publications. Aurélie Lory, the global managing director of Häagen-Dazs shops and a judging panellist for The Rose Project, expressed the brand’s commitment to supporting and empowering women at all levels, aligning with its legacy as a brand co-founded by a woman.
Lory also shared the anticipation of announcing the first five trailblazing Rose Project winners and extending support to grassroots charities, emphasizing the significance of celebrating the everyday unsung heroes. The brand aims to inspire other talented and unsung women to share their stories or nominate deserving individuals for this year’s nominations.
The Rose Project, designed as a tribute to the brand’s female co-founder Rose Mattus, is a testament to Häagen-Dazs’ dedication to supporting women and their accomplishments. The campaign also features a US$100k bursary, further exemplifying the brand’s commitment to fostering positive change and empowering women worldwide.
