Häagen-Dazs planning to run first Super Bowl ad

Ice cream brand Häagen-Dazs announced plans to "buy its first Super Bowl spot" after naming nice&frank as its new U.S. lead creative agency. Häagen-Dazs is set to get its Big Game moment next year following another of parent company Froneri's brands, Drumstick, made its Super Bowl debut this year with a spot from Opinionated featuring Eric Andre. Häagen-Dazs U.S. Head of Marketing Rachel Jaiven said, "The Super Bowl is an incredible stage and appropriate time to talk about food. Our decision to participate came down to the growth and opportunity we see in Häagen-Dazs.” Häagen-Dazs is the second brand to confirm an ad buy for the Feb. 9 game on Fox, following Skechers (AD AGE, 7/8).