Haagen-Dazs set for new branding outlook with TWP

Ice-cream maker Haagen-Dazs has hired The Wright Partnership (TWP)

for a rebranding project, as the product revises its PR function.



Brand manager Reemah Sakaan indicated that the Pilsbury Company division

is to 'move away from retained agencies towards handling PR on a project

basis.'



The brand retains Edelman Public Relations Worldwide in an 'acting press

office' capacity. With most of the brand's PR to be dealt out on a

project basis, Sakaan added that a major agency such as Edelman could

not be retained 'just for a press office function', which is to be

handled in-house in the future.



TWP partner Sara Stewart leads the project brief, secured following a

three-way pitch involving Weber Shandwick Worldwide and food specialist

agency Nexus Choat.



Reporting to Sakaan, the agency will push the brand towards a mid-20s

target audience.



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