Häagen-Dazs has unveiled its new “Ice Cream Van of Ice Cream Vans,” an experiential consumer activation that will be touring the U.K. this summer as part of the overarching brand campaign, “The Ice Cream of Ice Creams.” 

Following the launch of Häagen-Dazs' most recent TV and VOD advertising campaign that aired in June 2022, which encouraged people to let go and be in the moment, the “Ice Cream of Ice Cream Vans” will deliver a real-life consumer experience. 

With DJ decks on the rooftop, an oversized ice cream disco ball and a sparkling scoop-shaped see-saw, the exuberant and joyful vehicle creates a twist on the old-school ice cream van. Resident celebrity DJs including Pixie Lott, Woody Cook and Arielle Free will take center stage on top of the van playing high-tempo dance tracks. At the same time, consumers can enjoy their own ultimate ice cream creations. 

The van will be the U.K.'s only Häagen-Dazs Shop this summer; consumers will be encouraged to create their own ice cream creation by choosing from the selection of indulgent ice cream flavors, sauces and "Don't Hold Back" approach to toppings. 

"It's time for a new era for ice cream vans: The U.K.'s most iconic ice cream moment, elevated with a Häagen-Dazs twist to bring our 'The Ice Cream of Ice Creams' campaign to life," says Jade Evans, brand experience manager, Häagen-Dazs U.K. "The launch of this redefined ice cream van showcases the joy of our premium ice cream experience in an over-the-top, playful way, building on our iconic and joyful brand identity. Through this activation, we hope to spread moments of joy with Häagen-Dazs across the U.K., making the Häagen-Dazs Ice Cream Van the ultimate destination for the best summer experience." 

The Häagen-Dazs van will start its journey in the heart of the capital at Boxpark Shoreditch July 15-16, followed by a residence at St James Quarter in Edenburg on July 23-24. 

The project is creatively directed by Capture Communications and creative experiential production company, The Persuaders.