Häagen-Dazs once again were the Official Ice Cream of Wimbledon 2018 and the brand were keen to leverage the sponsorship to drive sales at this key time. However with the World Cup scheduled to run at the same time, we were faced with a challenge to stand out and cut through in retailers.
To ensure Häagen-Dazs was the brand of choice for Summer and Wimbledon, we partnered with the brand ambassador for Wimbledon 2018, Grigor Dimitrov, to drive distinction in retailers.
We also needed to ensure we were offering shoppers something different to that of World Cup activity, distinctively Wimbledon and tennis to grab the attention of our target shopper and drive footfall to an aisle, that is less frequently visited than other area’s of store.
Creative and media strategy
We activated bespoke shopper campaigns in key retailers in line with their strategies.
In Tesco we ran a competition offering shoppers the chance to win an exclusive training session with the brand ambassador Grigor Dimitrov. We implemented coverage across the entire shopper journey through the Text-To-Win mechanic and media.
In ASDA we aimed to bring a taste of Wimbledon to stores. We therefore focused on combining high awareness media front-of-store which encouraged trial by sampling, as well as retailtainment which included staff dressing up in tennis themed outfits.