Häagen-Dazs will be a returning partner of the UK’s most iconic sporting and cultural event, The Championships, Wimbledon this year – announcing a bespoke tennis summer campaign including TV support.
Now in its second year, the five-year Wimbledon partnership builds on the brand’s affiliation with tennis globally*. Häagen-Dazs has now announced a £2m investment with a light-hearted campaign named ‘Extraordinary Serve’. This campaign celebrates the tournament’s classic flavour pairing by adding a playful Häagen-Dazs twist with Strawberries & Cream ice cream. It will kick off on 28 June and run until 16 July, encompassing the prime tennis season in the UK.
The campaign will include a major TV burst as well as social media support through high-reaching platforms Facebook and Instagram. The campaign will also feature a micro influencer outreach programme to ensure Häagen-Dazs Strawberries & Cream achieves maximum digital visibility across social media during the tennis season.
Häagen-Dazs will bring The Championships in store with new bespoke limited-edition Wimbledon packaging being utilised on its top five tub SKUs as well as its Strawberries & Cream ice cream tub.
Paying tribute to the celebrated flavour pairing of The Championships, Häagen-Dazs is also launching a limited-edition Strawberries & Cream ice cream bar. The ice cream is beautifully packaged in a limited-edition pack designed by sport fashion brand Björn Borg. Björn Borg and Häagen-Dazs will be hosting a celebratory summer tennis pop-up at the brand’s fashion showroom in Oxford Circus from 5-7 July to bring the collaboration to life. Visitors will be able to purchase Björn Borg’s new tennis whites from the Björn Borg collection line, with Häagen-Dazs Strawberries & Cream giveaways to indulge the lucky shoppers.
Häagen-Dazs will also have a presence in and around the Grounds during The Championships. Starting by taking over nearby Southfields underground station in conjunction with Wimbledon, Häagen-Dazs will ensure it makes a strong impact. Within the Grounds, spectators will find branded kiosks and two scooping parlours where they can cool down with delicious ice cream throughout The Championships. A special serve of Strawberries & Cream ice cream will be in session, designed to be Instagram-ready for an extraordinary sense of occasion.
However, the fun is not limited to the SW19 area. In an effort to bring the taste of Strawberries & Cream to tennis fans across the country, Häagen-Dazs will send an army of ball boys and ball girls in five different cities** to deliver an extraordinary serve of the Official Ice Cream of Wimbledon throughout the city. The activity will be supported on Facebook so people know to look out for the army of Häagen Dazs ball boys and girls.
Richard Williams, UK and Northern Europe Marketing Director for General Mills, said: “Wimbledon is one of the biggest activations for the summer for Haagen Dazs. Through this year’s campaign and our Strawberries & Cream ice cream we are creating the modern expression of a Wimbledon icon celebrating the much-loved signature flavour pairing of The Championships. We are investing significantly into our ‘Extraordinary Serve’ campaign including TV support and we are sure this will deliver a strong start to the summer for the brand.”
*Häagen-Dazs is the official partner for the Australian Open; Roland Garros French Open; all LTA tennis events including Queen’s and the Davis Cup; as well as holding an exclusive presence at Hurlingham Tennis.
** The five cities will comprise London, Leeds, Manchester, Brighton, Bristol with 20 consumers visited with ice cream each day.