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  • Will Rix

Häagen-Dazs | Germany's Generation Hustle

Häagen-Dazs Germany invests in generation hustle via an innovative ‘Don’t Hold Back’ social competition

In a bid to change a group of young people’s lives forever, Häagen-Dazs is turning words into action in the latest installment of their #Don’tHoldBack brand platform.

Launching across Germany via a social media-led competition, the overall goal is to find and mentor the next generation of ambitious entrepreneurs. Using a democratic selection process, Häagen-Dazs is helping people to turn their side-hustles into long-term and life-changing careers. Split between a diverse mix of performers, artists, and business owners – the core idea is to encourage young leaders to be fearless in their decisions, whilst providing them with the tools to reach their potential.

Post-pandemic, how we approach work has been turned upside down. A key insight found that GenZs are increasingly turning their passion points into ‘side hustles’, in the hope their talent can become full-blown careers. Häagen-Dazs wants to jump on this shift and support those who are aspiring to make change, but may not have access to the immediate resources to turn what they love into a sustainable career.


With the campaign running until the 28th of November, the free-to-enter competition is being promoted with a combination of paid social and influencer activity. Users are then encouraged to sign up via a microsite, describing their passion project in less than 100 words and one video only.

To incentivise contestants, the social campaign offers billboard advertising, world-class mentoring and a €3000 bursary. The concept and creative was developed by Space, and serves as an Autumnal push for Häagen-Dazs Germany’s top three flavours.

Three winners, chosen through a judging session, will be given the chance to work 1-1 with a leading business mentor who will collaborate on a game-changing, multi-media business plan – helping them to turn what they love, into what they do.

Finally, the three winners will be paired with the brands renowned flavours, either Salted Caramel, Macadamia Nut Brittle or Vanilla Caramel Brownie for a Häagen-Dazs Germany billboard campaign at Berlin’s Mercedes-Benz Arena.

General Mills, Spokesperson | As a brand we stand for so much more than ice cream, and this campaign demonstrates our investment in helping young creatives and business leaders reach their full potential. For this new generation, they have a real opportunity to chase what they love to do – whether it’s starting a fashion brand, launching a new business or innovating a product – we want to help turn passions into long-term, sustainable careers. That’s what we want the #DontHoldBack legacy to be all about, empowering all of us to be the best versions of ourselves.

Sean Kelly, Associate Director at Space | #DontHoldBack is all about expressing the best version of yourself and realising your full potential, and this campaign turns words into action with Häagen-Dazs supporting young creative ambitions. Through our partnership with Häagen-Dazs we have continued to build relevance with the target audience and this is the next step in the journey. To support young creative talent in this way has been both empowering for the brand and the agency.

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