Häagen-Dazs reimagines the jade rabbit legend in Mid-Autumn campaign

As the Mid-Autumn Festival approaches, Häagen-Dazs has partnered with Uth Creative Group to launch a new campaign, reinterpreting the season through the brand's signature lens of indulgence and elegance. 

Also known as “Savour the moon, indulge in elegance” (月別緻 月品味), the campaign spans Hong Kong and Taiwan. Known as the first brand to introduce ice cream mooncakes to Hong Kong, Häagen-Dazs has long turned festive gifting into a celebration of craftsmanship, quality ingredients and joyful indulgence.

This year’s campaign builds on that legacy with a modern Mid-Autumn narrative designed to connect with contemporary consumers while staying rooted in cultural tradition. 

At the heart of the campaign is a key visual inspired by the classic Mid-Autumn legend of the jade rabbit chasing the moon. Reimagined in a dreamlike setting, Häagen-Dazs’ iconic products appear suspended in a celestial scene, creating a world where mythology meets modern-day premium indulgence. 

To extend the campaign beyond the key visual, Häagen-Dazs will roll out a series of social media content that bridges heritage and modernity, deepening the brand’s festive storytelling across both markets. 

Targeting mature adult group with higher purchasing power, the campaign aims to increase market share and drive sales for Häagen-Dazs; enhance the share of voice for Häagen-Dazs in mooncake market and build anticipation and drive engagement among audiences.

As the mooncake market has becoming more competitive, especially in the softened economy and consumers’ budget squeezes environment, Häagen-Dazs aims to create a campaign idea that is modern, disruptive, yet elegance, which deriving from the tradition.  

To be more distinctive among the competitors which tapped into heartfelt gifting moment, and the indulging reunion moment, Häagen-Dazs is repositioning itself by combining the modern (ice cream mooncake) and traditions (jade rabbit mythology). 

Mickey Tsui, head of Häagen-Dazs marketing, Taiwan and Häagen-Dazs shops marketing, Hong Kong and Taiwan, said: “The Mid-Autumn Festival is a cherished tradition, a significant time for gathering and meaningful gifting. The campaign exemplifies a bold redefinition of this beloved festival. We are proud to offer a modern interpretation that combines world-class indulgence with global flavors, elevating the traditional celebration to new heights."  

Desmond So, CEO of Uth Creative Group, said: “This campaign is a great example of how a timeless cultural celebration can be reinterpreted for modern audiences without losing its essence. We’re proud to partner with Häagen-Dazs on a campaign that reimagines Mid-Autumn Festival through a contemporary lens. ‘Savour the moon, indulge in elegance’ blends cultural tradition with elevated visual storytelling, creating a festive experience that feels both meaningful and modern."

Most recently, Häagen-Dazs unveiled a new product range featuring a unique, multi-sensory texture experience—a key step in elevating how consumers enjoy indulgence moments.

Available until early July, the campaign "World dessert collection" targets traditional premium ice cream consumers, said a spokesperson from Häagen-Dazs. "While we continue to engage our core audience who value quality and craftsmanship, a key priority is to drive penetration by recruiting younger, experience-driven consumers and reactivating lighter users."

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