Haagen-Dazs gives Britons respite from the summer of sport

American ice-cream brand, Haagen-Dazs, has created a safe space for Brits wanting to avoid the stress of sport that is engulfing the nation this summer.

The ‘Haagen-Dazs Flavour Club’ will steer the nation through to August and will provide alternate entertainment for people who have absolutely no interest in sport, hopefully inspiring them to embrace indulgence instead through the #Don’tHoldBack.

Having kicked off the activation in Manchester’s Spinningfields Square on 29nd June, the Flavour Club will make its way to Westfield London this weekend before moving back up north to Edinburgh on 2nd August.

Nicole Whelan, Head of Brand at Haagen-Dazs says “We are thrilled to launch the Haagen-Dazs Flavour Club across the UK this summer to offer Brits some fun in the sun, as we know sport isn’t everyone’s flavour”

“Our goal is to create a sanctuary of indulgence for those who want to escape the sports frenzy and simply enjoy the finer things in life. The Haagen-Dazs Flavour Club is all about celebrating the nation’s passion for ice-cream, creating a team that everyone can back, while bringing people together to create unforgettable summer memories.”

Targeted social media activity and localised out-of-home will be rolled out in support of the activation, which will include exhilarating live performances from delightful DJs, dazzling drag queens and sensational stand-ups daily.

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