Ice cream company Häagen-Dazs has launched a new, multi-million-pound global marketing campaign across TV, digital and social media.

The ‘Don’t Hold Back’ campaign aims to promote the company’s fruit range which includes flavours such as strawberry cheesecake pint, fruit collection mini cups and new white peach and raspberry from its Fruit Obsessions collection which launched earlier this year.

Kat Jones, marketing manager for ice cream & snacking at General Mills which owns Häagen-Dazs, said: “At Häagen-Dazs, we believe life is better when you don’t hold back and that’s how we make our products. With exquisite, real ingredients and mind-blowing flavours. This new campaign has been designed to share that ethos and empower our audience to live authentically.

“Despite being one of the leading luxury ice creams on the market, we’re certainly not holding back with our brand ambition. We’re confident the campaign will help us towards our goal to drive category growth and become the most desired ice cream in the world.”

Michelle Odland, global business director for Häagen-Dazs at General Mills, said: “Don’t Hold Back is a really important philosophy for us. In an increasingly busy world full of pressures and expectations from all directions, we spend a lot of our life being there, but not present.

“Time, genuineness, and real connection have become luxuries, as lives become simultaneously shared, but less open; connected, but lonely. The moments that stand out now are the ones where we let down our guard and let our authentic selves shine through. By saying Don’t Hold Back,’ we want to encourage people to let go, be truly present in a moment, and to not hold back.”