Häagen-Dazs brand commits $1.5 million to support marginalized, underrepresented creators and tastemakers
The brand announced a partnership with Lena Waithe to Launch #ThatsDazs campaign.
Häagen-Dazs, an ice cream brand of Oakland, Calif.-based Dreyer’s Grand Ice Cream Inc., with the help of multi-hyphenate creator, Lena Waithe, announced a $1.5 million commitment over the next three years to uplift a new generation of diverse tastemakers and creators. The Häagen-Dazs brand is launching its #ThatsDazs campaign to ensure these new voices have a platform where their passion, art and definition of luxury can be experienced by many. Waithe's Hillman Grad Productions is the first organization to receive a donation from the brand.
The new campaign is inspired by the creativity and passion of the Häagen-Dazs brand’s founders, who emigrated from Poland to the Bronx, where they transformed the finest ingredients into a luxury for all to enjoy. The Häagen-Dazs brand said it is building on this heritage of “bringing luxury to the many,” asking creators, tastemakers and consumers to share their own interpretation — “because whatever luxury means to you — #ThatsDazs.”