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Häagen-Dazs rolls out Wimbledon promotion

31 May
00:00 2007
Häagen-Dazs, the UK’s most widely recognised luxury ice cream brand, from General Mills, is celebrating its second year as the Official Ice Cream Supplier of Wimbledon with a £1 million tennis-themed promotion which rolls out this month.

Activity is being spearheaded by a special Wimbledon themed on-pack promotion and will include in-store initiatives and promotions, plus activity at the two-week tournament. There will also be television support for Häagen-Dazs with brand advertising in May and July.

Linda Hipkiss, Marketing Director, General Mills, says: “We are delighted to be the Official Ice Cream supplier of Wimbledon. With around half a million visitors each year, Wimbledon provides us with an ideal platform to showcase our products. “We have used the association to introduce an innovative array of marketing activities that will ensure that Häagen-Dazs is THE brand to watch this summer.”

On-Pack Promotion

Whilst the tournament doesn’t get underway until June 25th, Häagen-Dazs is whetting consumers’ appetites with an on-pack promotion that goes live in May.

Consumers who purchase 500ml tubs of Häagen-Dazs will be directed to a dedicated website (www.lastingsummerpleasures.com) where they will have the opportunity to enter into the promotion. Five lucky winners and their guests will be offered the chance to experience Wimbledon in style. Each winner and their guest will be treated to two nights at a five star hotel and will dine at some of London’s finest restaurants plus they will be chauffeur-driven to and from Wimbledon. Other prizes include picnic hampers and branded cool bags.

In-store Activity

The brand’s association with Wimbledon will be brought to life at store level through price promotions and eye-catching displays. Point of sale material has been designed to help retailers create theatre and generate awareness of the promotion amongst shoppers, from June.

Häagen-Dazs Shop in London

Throughout the tournament, the Häagen-Dazs flagship outlet in Leicester Square will be transformed into the ‘ultimate tennis retreat’ with a Wimbledon themed interior and an exquisite menu to match.

Activity at SW19

During the course of the tournament – which runs from June 25th to July 8th – and on site at the All England Lawn Tennis Club, Häagen-Dazs will be operating two branded cafés selling eight of the most popular flavours – including Strawberries & Cream – in scoops. Also on sale will be the 100ml Häagen-Dazs mini-cups and handheld Häagen-Dazs Cream Crisp. Branded mobile carts will also be on hand to sell Häagen-Dazs.

TV Burst in May

Häagen-Dazs will benefit from the airing of national TV advertising throughout May and then again in July. The ad features the Häagen-Dazs strap-line: ‘The Longer Lasting Pleasure’ and reinforces the brand’s quality message to consumers.

Andy Foweather, Sales Director, General Mills, says: “Häagen-Dazs has performed incredibly well recently with annual sales of £35.3 million and value growth of 16.6% year on year. Much of this growth can be attributed to the current consumer propensity to treat themselves. Häagen-Dazs is inextricably linked with treating and is therefore well placed to help retailers make the most of this trend.”

Foweather adds: “We are urging retailers not only to get behind the Wimbledon promotion but also to stock up on Häagen-Dazs to capitalise on the forthcoming demand that will be generated by this volley of marketing activities.”

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