Create a campaign that will reward loyal Häagen-Dazs customers in the Häagen-Dazs Cafés and stimulate repeat purchases. The campaign must communicate the basic proposition: Let your tongue travel.

Let your tongue travel. That is the Häagen-Dazs claim. Now with the new Häagen-Dazs tasty stamps, you can literally send your favorite taste sensation on a journey. These genuine Austrian postal stamps taste of Choc Choc Chips, Panna Cotta & Raspberry, Cookies & Cream, Macadamia Nut Brittle or Strawberry Cheesecake. Each flavour is assigned to a specific stamp motif.There were five motives in all. Loyal customers who bought 10 scoops of Häagen-Dazs ice cream were rewarded for their pleasure! They received free specially designed stamps and postcards, enabling them to send their favorite flavours as a greeting.

Product sales almost doubled within four weeks.

The campaign was scheduled to last for one month. But by the two-week halfway mark, the stamps were already out of stock at the participating Häagen-Dazs outlets.