If you caught Häagen-Dazs’s new “Take Your Sweet Time” commercial during the Grammys, you already know the brand is shifting gears in a major way. Now, they’re taking that philosophy from your screen to the streets, literally. Häagen-Dazs just announced they’re the official ice cream partner for all five Family Style events in 2026, kicking things off in Oakland this weekend during football’s biggest moment. And honestly? It’s a genius move.
This isn’t just about ice cream at festivals. It’s about showing up where culture happens, and doing it with intention. From the big game to racing’s most electric weekend, the world’s most-watched soccer matches in LA and New York, and Miami’s legendary art festival, Häagen-Dazs is embedding itself into Complex’s Family Style series, and bringing some serious treats along for the ride.
The Big Picture: Premium Meets Pop Culture
The food and beverage industry has been watching brands try to crack the code on authentic cultural partnerships for years. Some nail it. Most don’t. What makes this Häagen-Dazs x Family Style collaboration interesting is the alignment of values. Family Style isn’t just another festival series, it’s Complex’s curated experience that blends food, music, art, and sports into a single, high-energy environment. And Häagen-Dazs? They’re leaning into the idea that premium doesn’t have to mean stuffy.
“Take Your Sweet Time” isn’t a tagline, it’s a mindset. In an era where everything feels rushed, where we’re scrolling through meals instead of savoring them, Häagen-Dazs is saying slow down. Enjoy this. And what better place to do that than at events designed around community, celebration, and shared experiences?
For hospitality professionals and f&b directors watching this unfold, there’s a lesson here: culture isn’t a trend you chase. It’s a conversation you join. Häagen-Dazs isn’t trying to be something it’s not. They’re showing up as themselves, a premium ice cream brand that values quality and the moments we create around food, and finding the right stages to amplify that message.
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What’s on the Menu: Exclusive Drops and Fan Favorites
Here’s where it gets fun for festival-goers and industry insiders alike. At Family Style Oakland, Häagen-Dazs is debuting their new Cherry Dark Chocolate Bar before it hits retail shelves. That’s right, exclusive first access. If you know anything about consumer behavior in 2026, you know that FOMO is real, and brands that offer genuine exclusivity are winning.
Beyond the new bar, attendees will have access to:
- Mini Cups – portable, shareable, and perfect for on-the-go indulgence
- Vanilla Milk Chocolate Almond Mini Bars – a classic combo that never misses
But the real showstopper? The limited-edition Häagen-Dazs x Champion collaboration merch. We’re talking hoodies, tees, and even a blanket, all only available at the event. This isn’t random brand slapping. Champion is an iconic streetwear brand with deep roots in sports culture, and the aesthetic fits perfectly with Family Style’s vibe.
For food and beverage managers and marketing directors, take notes. This is smart cross-brand synergy. It creates collectible value, drives attendance, and gives people something to talk about (and post about) long after the event ends.
A Year-Long Tour: Where Culture Lives
Oakland is just the beginning. Häagen-Dazs will be popping up at four more Family Style events throughout 2026, each one strategically tied to a major cultural moment:
- Racing’s Biggest Moment – The adrenaline, the speed, the energy. Ice cream might not be the first thing you think of at a race, but that’s exactly why it works. It’s unexpected, refreshing, and premium.
- The World’s Most Watched Soccer Game (LA & NY) – Soccer culture in the U.S. has exploded, and these two cities are at the heart of it. Häagen-Dazs will bring a taste of indulgence to the global game.
- Miami’s Iconic Art Festival – Art Basel energy meets artisan ice cream. If there’s one place where food, art, and culture collide, it’s Miami. This activation will be chef’s kiss.
What’s smart about this approach is the diversity of audiences. Sports fans, art lovers, foodies, music heads, they’re all coming to these events for different reasons, but they’re all leaving with a memorable Häagen-Dazs experience. That’s how you build brand affinity in 2026.
Why This Matters for the Hospitality Industry
If you’re a restaurant owner, food and beverage director, or hospitality manager, you might be wondering: “What does this mean for me?”
Here’s the thing, experiential marketing is the new battleground. Consumers, especially Gen Z and Millennials, aren’t just buying products. They’re buying experiences, stories, and moments. Häagen-Dazs understands this. They’re not just selling ice cream at these events. They’re selling the feeling of slowing down, of savoring something special, of being part of something bigger.
This is directly applicable to your business. Whether you’re running a restaurant, managing a hotel F&B program, or overseeing a catering operation, the question is: How are you creating moments for your guests?
Menu innovation isn’t just about adding a new dish. It’s about crafting an experience around it. Limited-time offers, exclusive collaborations, and storytelling around your ingredients, these are the tools that turn transactions into memories.
And let’s talk about sustainability for a second. Consumers care where their food comes from. Häagen-Dazs has long positioned itself as a premium brand that uses high-quality ingredients. That matters. If you’re sourcing locally, using sustainable practices, or partnering with ethical suppliers, make sure your guests know about it.
The “Take Your Sweet Time” Philosophy in Action
The campaign’s message is simple but powerful: slow down. In an industry that’s constantly chasing speed, faster service, quicker table turns, speedier delivery, there’s something radical about encouraging people to pause and enjoy the moment.
For hospitality professionals, this is a reminder that experience trumps efficiency every time. Yes, operational excellence matters. But if your guests don’t feel something when they’re in your space, they won’t come back.
Think about your own operations. Are you rushing people through? Or are you creating an environment where they want to linger, order another round, bring friends next time? The brands that win in 2026 and beyond will be the ones that balance efficiency with experience.
What’s Next: Tracking This Partnership
As this partnership rolls out over the next year, it’ll be interesting to watch how it impacts Häagen-Dazs’s brand positioning. Will they lean further into street culture? Will we see more limited-edition collaborations with other brands? And most importantly, will this strategy translate to increased brand loyalty and sales?
For now, if you’re in Oakland this weekend, swing by Family Style and get your hands on that Cherry Dark Chocolate Bar before anyone else. And if you’re a food and beverage professional, take a page from this playbook: meet your audience where they are, create exclusive moments, and never underestimate the power of a good story.
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Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
