Häagen-Dazs is delighted to announce that it has joined the line-up of prestigious Wimbledon partners to become the official ice cream of The Championships. The brand has secured a five-year partnership deal, beginning in July 2016, to become the certified ice cream of the world famous sports event.
Building on the momentum and premium heritage of the tournament as well as supporting its recent stick bar launch, Häagen-Dazs will be kick-starting its new role by launching a new limited edition Strawberries & Cream stick bar, to be sold exclusively at this year’s event.
To support the launch, the iconic luxury ice cream brand from General Mills is investing £2.5m in a nationwide 360°-marketing campaign, which comprises: social and digital activity, high-impact print and outdoor advertising, in-store shopper activation, plus promotional packs with the official Wimbledon logo on front-of-pack. The partnership will also see the full range of Häagen-Dazs being sold as the event’s exclusive ice cream brand on-site. Available at the All-England Club at branded scooping parlours, which will be located right by Court No.1 and Centre Court, as well as ice cream kiosks selling stick bars and mini cups, Häagen-Dazs offers the perfect treat for the nearly 500,000 spectators expected to attend the Fortnight.
Arjoon Bose, Northern Europe Marketing Manager says: “Wimbledon is a strong fit for our overall strategy to increase brand saliency and elevate our iconic equity. Awareness is going to be very high this summer and this gives us the perfect opportunity to excite and attract new shoppers, and ultimately cement Häagen-Dazs’ position as the go-to luxury ice cream brand.
“Our campaign creative will put the brand front-of-mind amongst consumers, inspiring them to add Häagen-Dazs to their shopping list and pick it up from the ice cream aisle. Our line-up is incredibly strong; with flavours delivering on tastes such as Salted Caramel that are in line with consumer trends as well as the much celebrated Strawberries & Cream, which is synonymous with Wimbledon itself. We are encouraging retail partners to make sure they stock up on the full Häagen-Dazs range across stick bars as well as 300ml and 500ml sharing sizes to reap the benefits and to incrementally grow sales for the overall ice cream category.”