Haagen-Dazs encourages couples to 'share a spoon' in Valentine's campaign

LONDON - Haagen-Dazs, the UK's leading luxury ice cream brand, is celebrating Valentine's Day by launching the latest work in its 'Melt Together' campaign.

Haagen-Dazs: romantic theme for Valentine's Day
Haagen-Dazs: romantic theme for Valentine's Day

Created by TBWA\London, the press ads will appear tomorrow (Saturday) and focus on the closeness that couples share during the Valentine's weekend.

The ads depict a large spoon with what appears to be a lavish and refined handle. However, on closer inspection, the handle actually consists of two silhouetted faces looking at each other in a romantic pose.

The image is accompanied by the strapline: "Nothing says I love you like sharing a spoon."

The print work supports the Haagen-Dazs 'Ballet' TV spot that is currently airing, which features a couple sharing a romantic evening at a performance of 'Swan Lake'.

Mark Hunter, the executive creative director of TBWA\London, said: "The idea of sharing a spoon with a partner is one of those moments that creates a buzz of romance, and we thought it the perfect way to showcase the Haagen-Dazs offering."

Haagen-Dazs encourages couples to 'share a spoon' in Valentine's campaign