Del Monte has treated queueing Wimbledon fans to complimentary haircuts inspired by iconic tennis hairstyles to promote its Fresh Cut fruit range.
The brand set up a ‘Fresh Cuts’ barber experience, offering trims modelled on well-known looks from the sport while distributing samples of its fresh fruit to those waiting to enter the tournament. Celebrity hairstylist Tobias Bell cut hair in a pop-up barber shop and offered quick touch-ups throughout the queue.
The initiative follows research of 2,000 Brits highlighting the lengths fans would go to attend Wimbledon. Almost eight in 10 (78%) said they would queue for up to 12 hours, while 40% would accept a free haircut while waiting. One in five (20%) said they would change their hairstyle to attend, with a similar number (18%) prepared to shave a tennis ball into their hair for the chance to watch play on Centre Court.
Björn Borg’s headband and long flowing locks was named tennis’s most iconic hairstyle, while Andre Agassi ranked highest for memorable on-court hair, ahead of John McEnroe, Borg and Pat Cash.
The activity follows the brand’s new summer campaign, ‘Fresh for the Win’, supported by a partnership with British tennis player Mimi Xu and delivered in collaboration with the Lawn Tennis Association.
