Häagen-Dazs' Social Competition to Support Gen Z's Side Hustles

The competition offers winners billboard space, a bursary and expert mentorship


Ice cream brand Häagen-Dazs has begun a social media-based competition in Germany to encourage people to turn their side-hustles into careers.

The brand is targeting Gen Z consumers with the latest element of its #Don’tHoldBack brand platform, being run by creative agency Space, which aims to help performers, artists and business owners reach their potential. The platform was originally created by Forsman & Bodenfors and released in June 2020.

Running until November 28, the competition will see contestants vie to win billboard advertising, business mentoring and a $3,500 (3,000 euros) bursary.

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