Häagen-Dazs has launched a limited-edition ice cream bar to celebrate Wimbledon’s classic flavour pairing of Strawberries & Cream.
The ice cream is presented in a limited-edition pack designed by sport fashion brand Björn Borg. For readers under 35, Björn Borg was fairly handy with a (wooden) racket back in the seventies.
The brand also revealed new bespoke limited-edition Wimbledon packaging for its top five tub SKUs as well as its Strawberries & Cream ice cream tub.
The limited editions form part of a £2m light-hearted campaign named ‘Extraordinary Serve’. The campaign runs until July 16, encompassing the prime tennis season in the UK.
Extraordinary Serve includes a major TV burst as well as social media support through Facebook and Instagram. It also features a micro influencer outreach programme to ensure Häagen-Dazs Strawberries & Cream achieves maximum digital visibility across social media during the tennis season.
Richard Williams, UK and Northern Europe Marketing Director for brand owner 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 currently in the second year of a five-year partnership with Wimbledon.