US gourmet ice cream brand Häagen-Dazs, owned by packaged food giant Pillsbury, has launched a £6.5m (US$9.2m) repositioning campaign.

A spoof website has been set up at purporting to front a ‘Institute of Sensual Eating.’ Visitors are introduced to apparent devotees of sensual eating, which can include consuming Häagen-Dazs while surrounded by thirteen pebbles.

The site parodies the current popularity of ‘sensual experiences’ and ‘fulfulment through sensuality,’ and offers visitors insight into yoga positions which complement ice cream. Traffic will be driven to the site using a viral marketing campaign targeting customers belonging to a Häagen-Dazs database.

The site is only part of the current marketing campaign, which also features more traditional tools. The campaign marks a shift away from the company’s long-term drive to make its ice cream appear sexy.

Fiona Barker, account firector for Euro RSCG Wnek Gosper, the advertising agency which masterminded the campaign, said: “More people are now into yoga and self awareness. This is a great parody of that.”

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