"If you caught Häagen-Dazs's new "Take Your Sweet Time" commercial during the Grammys, you already know the brand is shifting gears in a major way. Now, they're taking that philosophy from your screen to the streets, literally. Häagen-Dazs just announced they're the official ice cream partner for all five Family Style events in 2026, kicking things off in Oakland this weekend during football's biggest moment. And honestly? It's a genius move."
"This isn't just about ice cream at festivals. It's about showing up where culture happens, and doing it with intention. From the big game to racing's most electric weekend, the world's most-watched soccer matches in LA and New York, and Miami's legendary art festival, Häagen-Dazs is embedding itself into Complex's Family Style series, and bringing some serious treats along for the ride."
"The food and beverage industry has been watching brands try to crack the code on authentic cultural partnerships for years. Some nail it. Most don't. What makes this Häagen-Dazs x Family Style collaboration interesting is the alignment of values. Family Style isn't just another festival series, it's Complex's curated experience that blends food, music, art, and sports into a single, high-energy environment. And Häagen-Dazs? They're leaning into the idea that premium doesn't have to mean stuffy."
Häagen-Dazs will be the official ice cream partner for all five Complex Family Style events in 2026, beginning in Oakland during football's biggest moment. The partnership places a premium ice cream brand inside high-energy cultural events that combine food, music, art, and sports. The campaign extends the "Take Your Sweet Time" mindset, encouraging audiences to slow down and savor experiences. The collaboration aligns brand values with curated, community-focused festivals to present premium products without pretension. Hospitality and F&B leaders can view the move as a model for joining cultural conversations authentically rather than simply chasing trends.
Read at Food & Beverage Magazine
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