Building on the popularity of its award-winning lockdown entertainment series Secret Sofa by Häagen-Dazs, luxury ice cream brand Häagen-Dazs has again teamed up with Secret Cinema, the pioneers of immersive storytelling, to announce the launch of its one-off Xmas Edition– available to stream on Friday 18th December at 7:30pm (GMT).  

Keeping spirits bright this Christmas and spreading joy, Secret Sofa by Häagen-Dazs will return with a virtual seasonal screening of the 2003 comedy Elf, starring Will Ferrell as the festive finale

To spread some cheer, Häagen-Dazs and Secret Cinema will jointly support Crisis, the national charity for homeless people via #ElfieforCrisis. A total of £1* will be donated for every post across Instagram and Facebook featuring an elf-themed selfie or picture accompanied with Häagen-Dazs, using the hashtag #ElfieForCrisis until Friday 18th December.

A special Häagen-Dazs discount code via an exclusive e-commerce partnership with Amazon Fresh will be available to movie watchers who can order from the brand’s new and indulgent chocolate nut range duo of Belgian Chocolate & Hazelnut and Dark Chocolate & Caramelized Almond , thematically dubbed as ‘the chocolate on every elf’s lips’, to enjoy alongside this classic Christmas film.

As a tribute to Buddy the Elf, Häagen-Dazs and Piper-Heidsieck have also collaborated to create a twist on an iconic cocktail – ‘Bud’s Fizz’ – the must-have Christmas champagne ice-cream float combining Häagen-Dazs Zesty Lemon and Mandarin, orange juice and Piper-Heidsieck Brut Cinema Edition as the ‘elf favourite’ cocktail perfect for the afterparty.

In signature Secret Cinema style, the evening will continue with an afterparty on Zoom from 9:45pm (GMT). Tickets are £3 with all proceeds going to Crisis.

Arjoon Bose, Europe-Australasia Head of Culture and Brand Experience, General Mills, said: “Secret Sofa by Häagen-Dazs allowed us to bring thousands of #HaagIndoors moments to living rooms across Britain and deliver a joy-filled experience while creating a new cultural moment during an unprecedented period of isolation.

“The love from our collective consumer base as well as the industry recognition was truly a vibe that captured the heart of the nation. We are delighted to make a Christmas comeback with our friends at Secret Cinema to finish 2020 with cheer and communal vibes with a touch of our signature indulgence but more importantly, be a real force for joy during this season by helping the homeless.’’

Max Alexander, CEO, Secret Cinema, said: “The Secret Sofa series was a smash hit and we brought joy to so many people at a time when they really needed that ‘virtual’ connection and interaction.  The audience participation, which is at the heart of every Secret Cinema experience was incredible and our social media channels were full of home videos and pictures of people joining in and celebrating the film of the week. Back by popular demand with our partner Häagen-Dazs, we wanted to thank our fans, spread some pre-Xmas joy and raise money for Crisis.”

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