Haagen-Dazs came to us with a delicious predicament: get people to say “yes” to gelato mini pots… in January, a month that might as well be renamed “no”. Our challenge was to reframe the calorie messaging from shaming to reassuring, while communicating the best part of all: absolutely no compromise on taste. And all with a brave concept that could beat January blues with a sprinkling of sass and positivity. Spoons up; challenge accepted. Our audience could be separated into two scoops: luxury ‘full fat’ lovers who purchased infrequently; and regular ‘low calorie’ queens. But what united them was a desire to kick January’s shame culture to the curb, sharing dieting “fails” unapologetically across Social. Which is exactly where we found our sweet spot – because at 150 calories per pot, we gave them permission to say “yes!” to the indulgence they deserved. A big fat spoonful of “yes”, actually.