General Mills China bags Retail award at the China International Business Awards

Häagen-Dazs and Musée du Louvre’s partnership combines gustatory delight with fine art.

General Mills Holding Inc., a global leader in the manufacturing and marketing of branded consumer food, was recognised at the China International Business Awards 2021 in the Retail category. This is thanks to the successful launch of its mooncake ice cream project in partnership with the world-famous art museum, Musée du Louvre.

The awards body acknowledged the company’s effort for its high-end cooperation with the art industry, for creating a brand new "net celebrity" taste to fit the traditional festival atmosphere and cater to consumers’ tastes; and for its multi-channel integrated marketing and PR strategy.

Through the partnership, the company’s premium ice cream, Häagen-Dazs, was branded taking inspiration from the classic collections of Musée du Louvre in terms of both taste and packaging design. It was launched at the Residence of the French Consulate General in Shanghai.

“Häagen-Dazs mooncakes have been deeply rooted in the hearts of local consumers, but we have not stopped our pace, every year we make something extraordinary in our brand theme and innovations,” said James Chiu, Vice President and Managing Director of General Mills China. 

According to the company, the fine art packaging of the mooncake ice cream is in time for the celebration of the traditional Chinese Mid-Autumn Festival. The innovative collaboration between the two esteemed figures aimed to highlight the mooncake ice cream as the centrepiece of the celebration.

With regards to the taste, the collaboration between Häagen-Dazs and Musée du Louvre not only catered to the preferences of the Chinese consumers but also respected the traditional atmosphere of the festival.

The premium ice cream collection has fully upgraded seven series of products that were inspired by the “glass palace” at the entrance of the Louvre. It aims to address the high-end luxury gift needs of different groups of consumers during the Mid-Autumn Festival.

“Häagen-Dazs has made great innovations in taste, rolled out a variety of innovative mooncakes that cater to the tastes of Chinese consumers and fit the traditional festival atmosphere,” James noted.

The new packaging of the mooncake ice cream was inspired by eternal masterpiece sculptures including Dianna, Athena, Cupid, Venus, and Nike, as well as the famed Mona Lisa painting of Italian artist Leonardo da Vinci. Each box matches the symbolism of the aforementioned art pieces and is labeled in accordance with their representation. The package also included a moon-shaped night lamp, plus a miniature glass palace of the Louvre, and beautiful paper coupons designed like tickets to the museum.

Häagen-Dazs is not just a brand that makes the most extraordinary ice cream the world has ever tasted, but is a cultural icon that shoulders more responsibilities for promoting cross-cultural exchanges. That's the very reason why the company chose to launch at the residence of the Consul General of France.

Being the first ice cream brand to partner with Musée du Louvre, Häagen-Dazs’ unique marketing and PR strategy not only let the company benefit from the significance of the festivities, but it paved the way to bridge an exchange of culture through tradition, culture, and art by providing a unique artistic experience to its consumers. 

“We would like to take this opportunity to invite Mr. Benoît Guidée, Consul General of the Republic of France in Shanghai, Mr. James Robert Heller, Consul General of the United States in Shanghai, and leaders of Shanghai People Foreign Friendly Association to join us, experiencing this China-meets-France cultural charm, and together endorse the sweet celebration with an iconic product series that represents a cultural fusion,” said James.

With over 20 years of market dominance in their respective field, the company follows through with its mission and determination to move with consumer-centred strategies that constantly respond to market changes and demand. 

Watch the interview below to know more about their winning project: