Häagen-Dazs serves up Wimbledon promotions

To celebrate the association General Mills is planning a host of tailor-made promotional activities with each of the major multiples where the partnership will be brought to life in-store.

The in-store promotions will take the form of truly eye-catching Wimbledon-themed displays.

Point of sale material has been designed to help retailers create theatre and generate awareness of the promotion amongst shoppers, from June. There will also be Häagen-Dazs sampling activity at most of the major multiples.

The link with one of the world’s leading tennis tournaments will also be highlighted through an on-pack badge.

Linda Hipkiss, Marketing Director, General Mills, says: “We are delighted to be continuing our association with Wimbledon as the Official Ice Cream Supplier.

“Uncompromising product quality is central to the Häagen-Dazs experience and such an event perfectly reflects the iconic nature of the brand and provides an ideal platform to showcase our products. In fact Wimbledon and Häagen-Dazs are The Perfect Match.”

The in-store initiatives will run during this year’s tournament and will build on the unprecedented success of the promotional activity in 2007 which helped to ensure the brand’s best sales performance in recent time.

Andy Foweather, the company’s Sales Director, says: “Häagen-Dazs achieved its highest penetration for three years during Wimbledon 2007 – meaning the brand was bought by more UK households during the tournament than at any point since 2004.

“The brand’s performance was instrumental in driving the luxury ice cream category to generate in excess of £10 million in retail sales in the period surrounding the Championships – again the highest for three years.”

Top seeds at this year’s tournament will be the new Häagen-Dazs Limited Edition for summer, Raspberries & Meringue, and also the seasonal favourite Häagen-Dazs Strawberries & Cream.

500ml packs of Vanilla, Strawberry Cheesecake, Cookies & Cream, Pralines & Cream and Belgian Chocolate plus 90g stick bars of Cookies & Cream and Vanilla Almonds complete the Häagen-Dazs summer range.

Activity at the Wimbledon Tennis Championships 2008 will include two Häagen-Dazs branded shops and 18 different outlets where consumers can purchase Häagen-Dazs ice cream.

And, during the second week of Wimbledon fortnight, Häagen-Dazs will be bringing all the courtside action to the City with a special event to celebrate the launch of Limited Edition Raspberries & Meringue.

‘Sets and the City’, in Broadgate Arena, will allow people who can’t get to Wimbledon the chance to catch up on play while Raspberries & Meringue is served along with champagne cocktails.

Michelin-starred chef Heston Blumenthal, who works in partnership with Häagen-Dazs, will also be putting in an appearance during the five-day event. Visit www.setsandthecity.co.uk for full details.

Foweather continues: “Häagen-Dazs is already performing superbly in generating annual retail sales of £37 million and growing by 12.2%. The ongoing association with Wimbledon will inevitably deliver another significant sales uplift.

“Retailers should make the most of the forthcoming in-store activity and stock up to satisfy consumer demand for Häagen-Dazs.”