Agency: Space
Date: Jun 2018
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Häagen-Dazs is returning to the All England Club as the Official Ice Cream of The Championships, Wimbledon, for the third year running. This year, in an inspired celebration of their ambassador Grigor Dimitrov’s favourite ice cream flavour, Cookies & Cream, the brand is challenging the classic champion Strawberries & Cream to an epic battle to find out which will be the number one flavour of the summer.

The 'Let’s Play' campaign aims to highlight the fun, playful characteristics of both the brand and Dimitrov by introducing his favourite flavour, Cookies & Cream as the disruptive new challenger to the traditional champion Strawberries & Cream. To mark the collaboration, the brand is introducing his all-time favourite flavour, Cookies & Cream, on a limited-edition stick bar designed by Grigor himself. This will be launched exclusively for Wimbledon to further drive buzz and rival Strawberries & Cream head-on for the duration to become the must-have accessory of The Championships.

The campaign will be activated across a series of content films, placed through Facebook, YouTube and Instagram, as well as out of home and in-store across all major supermarkets with money-can’t-buy experiences. The ‘Champion vs Challenger’ campaign will also be brought to life on-site at the Häagen-Dazs parlour at The Championships with a face-off between Wimbledon’s favourite strawberries and cream-inspired ‘Champion’ recipe and Grigor’s favourite cookies and cream inspired ‘Challenger’ recipe.


Agency and brand team credits

Häagen-Dazs Client team:

• Marketing Head: Arjoon Bose

• Brand team: Alex Montenegro and Rishi Bahel

• Creative and experiential: David Atkinson, Space

• PR, media and influencer relations: Ian Withington, Hill+Knowlton Strategies

• Digital, OOH and in-store media buying: Mindshare

Space creative credits

• Creative Director – Greg McAlinden

• Creative Head – Andy Preston

• Lead Design – Alex Bones

• Design – Hayley Stephenson and Georgina Martin

• Motion – Will Meigham

• Group Account Director – Yasmine Mael

• Senior Strategist – Aaron McFeely