In honor of the company’s 50th birthday celebration, participating Häagen-Dazs Shop locations are hosting the first-ever Classic Shakes Scratch to Win promotion. Classic Shakes are available in the company’s three original flavors of vanilla, chocolate, and coffee. Each Classic Shake purchase comes with a Scratch to Win game piece. Every card is a winner, with prizes ranging from free scoops of Häagen-Dazs ice cream to a grand prize of free Classic Shakes for a year.

“This summer, we’re celebrating where it all began. Our three original flavors provide customers with a taste of the long-standing Häagen-Dazs tradition. It reinforces why our products have stood the test of time and why 50 years later, we’re still enjoying them,” says Julie Fleigle, brand manager of Häagen-Dazs Shoppe Company. “The new twist on these classics is that each one comes with a Scratch to Win game piece that really is just that—every card is a winner.”

The Scratch to Win promotion runs through September 6 and is valid only at participating Häagen-Dazs Shop locations while supplies last.

“In the 50 years since Reuben Mattus, the company’s founder, created the first super premium ice cream brand in Brooklyn Heights, New York, the company has become synonymous with delicious ice cream for discerning customers around the globe,” Fleigle says. “We now have 32 flavors to choose from, ranging from the exotic, to the unusual, to the familiar—like our Classic Shakes.”

“The Scratch to Win promotion is a fun way to give back to our customers who have helped make us the successful ice cream brand we are today,” says Dawn Uremovich, president of the Häagen-Dazs Shoppe Company Inc. “In addition, we hope the promotion will prompt new customers to step inside our Shops for an exceptional, one-of-a-kind ice cream experience.”