Häagen-Dazs purchased national air time during Super Bowl LIX in 2025. The buy signifies a historic moment for the brand, who will invest in the game for the first time.

The Super Bowl commercial serves as confirmation of the wild success of the brand's "That's Dazs" campaign. Launched five years ago, the campaign has significantly grown awareness among a new generation of consumers. As the number one ice cream brand in America, now found in 25% of U.S. households, Häagen-Dazs knew the time had come to reach out to their audience in the year's biggest and most watched sporting event.

"This is a momentous occasion for the brand and an iconic cultural moment that brings us together through food," said Rachel Jaiven, Head of Häagen-Dazs Marketing. "We're proud to be a part of the Super Bowl for the first time and shine a new light on our indulgent and growing portfolio."

Häagen-Dazs is also introducing a new creative agency partner, nice&frank, who will develop and produce the brand campaign activating during the Super Bowl and other key cultural moments throughout the year. As the newly awarded creative agency of record, nice&frank will assume creative and strategic marketing duties moving forward.

"We love finding partners who care deeply about what they do and the people they do it with, which couldn't be more true for the team at Häagen-Dazs," said Laura Petruccelli, chief creative officer and co-founder of nice&frank. "We pride ourselves on asking the right questions to get to honest answers faster. You need a deep sense of trust for brave ideas to happen, which is something we want on any creative project and particularly for a stage like the Super Bowl."

Assisting in the development and activation of the Häagen-Dazs Super Bowl 2025 campaign are existing agency partners, Spark Foundry, who manages paid media across the Dreyer's Grand Ice Cream portfolio, and The Door for all public relations, influencer and talent support.