Häagen-Dazs is making its first foray into fashion with ‘The House of Häagen-Dazs’ during Berlin Fashion Week.

‘The House of Häagen-Dazs 48 Hour Collection’ kicked off today, July 4th, and runs for the two days of InStyle Lounge (July 4th to 5th) during fashion week and sees the brand challenge young fashion designers to use a new Häagen-Dazs packaging pattern to inspire a real-time street style collection.

The pattern at the centre of this challenge is an exclusive design by renowned Dutch artist, illustrator and occasional art director, Merijn Hos. It will appear on Peanut Butter Crunch packaging, one of the brand’s most on-trend flavours, from 2019. The new pattern forms part of a packaging relaunch of the entire Häagen-Dazs range, unveiling bespoke pattern designs by different artist and designers for each ice cream flavour in 2019.

The Berlin Fashion Week initiative has been put together by London-based creative agency Space.

‘The House of Häagen-Dazs 48 Hour Collection’ challenges three up and coming students at fashion design school Lette Verein Berlin to create a street style look inspired by this new pattern designed for Häagen-Dazs’ Peanut Butter Crunch flavour. Visitors to the InStyle Lounge at The Humboldt-Box Berlin on July 4th-5th 2018 will be able to see the students cut, sew and finish their creations in the lounge.

The winning design will be awarded The House of Häagen-Dazs 48 Hour Collection €2,500 fund, giving one student a helping hand towards building his or her future fashion career.

Visitors to Häagen-Dazs’ InStyle Lounge will have exclusive access to a limited import batch of the redesigned ice cream and will see the Peanut Butter Crunch inspired fashion collection being created live. They will also receive exclusive tote bags and t-shirts featuring the new pattern from the students’ street style designs.

The collection will feature in a promotion in the September edition of In-Style Germany.

“We launched Peanut Butter Ice Cream earlier this year, bringing an on-trend ice cream flavour to the market. It’s great to see how the new design for this flavour comes to life in such an extraordinary way with our first House of Häagen-Dazs fashion collection”, says Adriana Cantú Robles, Head of Marketing of Häagen-Dazs Germany.

David Atkinson, managing director at Space, adds; “This initiative into street style is a bold first for Häagen-Dazs. We’re delighted to have been able to align the brand with championing grass roots design. Häagen-Dazs already has a phenomenal reputation as a style and design pioneer, and we believe this initiative will appeal to the passions of a next generation of German ice-cream aficionados to try the hugely popular Peanut Butter Crunch flavour.”

The Häagen-Dazs brand is owned by General Mills, which also owns a portfolio of dynamic market-leading brands including Old El Paso, Green Giant, Betty Crocker, Nature Valley and Jus-Rol.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC. Our work has been globally recognised with four ‘best in the world’ awards.

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In 2018, 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 a celebration of brand ambassador Grigor Dimitrov’s favourite ice cream flavour, Cookies & Cream, the brand is challenging the classic champion Strawberries & Cream to a battle to find out which will be the No.1 flavour of the summer.

The “Let’s Play” campaign, devised by London-based creative agency Space, 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 favourite ‘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.

Grigor Dimitrov, global ambassador for Häagen-Dazs, says: “I’ve been a Häagen-Dazs Cookies & Cream guy all my life, so when my favourite ice cream brand asked me what flavour I wanted as my limited-edition for my favourite tournament, the answer was obvious as it’s the one flavour I can’t live without. I’m thrilled to be the creator of the flavour challenge for this summer’s #letsplay campaign and had a great time collaborating on my limited-edition which I hope everyone will get to enjoy during The Championships. I love Wimbledon and all its traditions, but this time, I am hoping to start a new one with my Cookies & Cream.’’

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.

In the build-up to The Championships, Wimbledon, the brand will also be activating the ‘Champion vs Challenger’ series around LTA events, including The Queen’s Club featuring fan engagements with Grigor himself and the Women’s Tennis Association’s (WTA) Tennis On The Thames event at Bernie Spain Gardens on London’s Southbank, at the foot of the OXO Tower.

Here, the brand will bring the #LetsPlay campaign creative to life for consumers in the form of an epic ‘Champion vs Challenger’ piñata game, in which consumers will be invited to participate, with free ice cream sampling happening all day on Thursday 28th June. Fans will also have the chance to challenge a secret women’s tennis star, who is a huge Häagen-Dazs fan herself and join in the flavour challenge.

Arjoon Bose, Head of Marketing at Häagen-Dazs, says: “We are thrilled to be launching our third Häagen-Dazs summer as Official Ice Cream of The Championships, Wimbledon. This year, however, we wanted to be more disruptive and playful, taking a cue from our very own super fan and ambassador Grigor Dimitrov who really germinated the idea for this unexpected flavour challenge, to create what we believe is our most engaging Wimbledon campaign to date. Grigor is a major challenger for Wimbledon himself and backing #TeamCookies which is certainly raising the stakes. But with our Strawberries & Cream keeping the bar high from last year, can Grigor’s favourite live up to the challenge and convince the nation? You decide!”

David Atkinson, Managing Director at Space, adds: “Space is proud to bring to life the collaboration between Häagen-Dazs and Grigor Dimitrov to celebrate some of the brand’s classic flavours during this grass court season. We’d like tennis fans and ice cream lovers to try both flavours and declare support for their favourite. So often ambassadors have only a tenuous link with the brand that they support, and it’s been refreshing to work with someone like Grigor who is sincerely passionate about his love for Häagen-Dazs.”

The campaign forms part of a £1million marketing investment, which includes out of home, TV, PR and social.

Häagen-Dazs is the Official Ice Cream of The Championships, Wimbledon, and British Tennis. The brand is owned by General Mills, which also owns a portfolio of dynamic market-leading brands including Old El Paso, Green Giant, Betty Crocker, Nature Valley and Jus-Rol.

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Nature Valley, the official snack bar of the Lawn Tennis Association (LTA), is bringing back its ‘The Court is Yours’ campaign for the second year running, and has signed up Great Britain Davis Cup captain Leon Smith to front the activity alongside last year’s brand ambassador, British no. 1 Johanna Konta.

The campaign, put together by creative marketing agency Space, calls on the British public to pick up a racket and get playing. Designed to encourage people of all ages and abilities to get out and play tennis this summer, it follows last year’s successful campaign which resulted in Nature Valley becoming the No. 1 protein bar brand, and the fastest growing. This year’s campaign will focus on supporting 150,000 people to get out in nature and play tennis, proactively demonstrating how you can play wherever and whenever.

Johanna Konta and Leon Smith will provide inspiration and share their top tennis tips, encouraging people to make their own court wherever they are, with whatever they have at hand, such as using a bench as a net to make a court space between two trees.

The campaign is aiming for a reach of over 500m, tripling last year’s results through an integrated approach across shopper, digital, social and PR.

To bolster its grassroots credentials and get more people playing at tennis venues as well as on improvised courts, for the first time Nature Valley is also supporting the LTA’s Great British Tennis Weekend on July 21-22, a country-wide initiative to help tennis clubs and venues attract people from the local community to come and try their local tennis facilities and have a go at the sport.

In partnership with four clubs in Eastbourne, Birmingham, Nottingham and South West London, the weekend of play aims to make tennis more accessible for families across the country, encouraging them to visit their local courts and have fun with tennis. The clubs will be holding a range of free activities to demonstrate the many ways to get into tennis, from mini tennis for youngsters, opportunities for families to play together, and showcasing fitness sessions such as Cardio Tennis. The Nature Valley activity at the London club will also welcome Johanna to the event, where she will play with members of the public and share her top tips.

To further support tennis in British, tennis fans will be able to keep their energy levels up by trying a variety of Nature Valley bars with more than 50,000 bars given away during the summer.

Arjoon Bose, Marketing Head UK & Northern Europe for Häagen-Dazs, Nature Valley and Fibre One, says: “Our ambition is for everyone in Britain to include a Nature Valley bar in their tennis kit bag. We are excited about continuing our journey with British Tennis by working with both our ambassadors and helping make tennis more accessible to people across the country. We want to demonstrate the power of sport to connect with our audience and show that tennis can be enjoyed by everyone, anywhere.”

Last year’s campaign (which won Gold in the Most Effective Sponsorship category at the IPM Awards 2018 last week) saw total brand sales grow +19% on the previous year, and generated the brand’s highest ever penetration at 15.2% – contributing 70% of total segment growth in the category. It generated a 76% lift in sales for Nature Valley’s protein line, resulting in record share and penetration.

This year’s campaign will also include bespoke initiatives with Tesco and Sainsbury’s, giving shoppers the chance to win equipment and skills such as a coaching session, tennis kit signed by Johanna Konta and professional Babolat rackets and balls. The British no. 1 will also appear in person at supermarkets in Birmingham, Eastbourne and Nottingham.

David Atkinson, Managing Partner at Space, adds: “The Court is Yours is an inspirational campaign with a true purpose. It’s a long-term and powerful platform designed to create real change for good that we can evolve year on year to align with Nature Valley’s ambitions to encourage more people to get involved with the sport by providing inspiration and practical support.”

Newly-signed brand ambassador Leon Smith has been the Great Britain Davis Cup captain since 2010, leading the team to Davis Cup victory in 2015. He coached Andy Murray during his early years and has been devoted to developing and growing the new generation of British tennis talent in his Davis Cup capacity.

Nature Valley is owned by international food group General Mills. In the UK, Nature Valley is the #1 cereal bar brand and is a major partner of British Tennis as title sponsor of the prestigious ATP and WTA grass-court tournaments of the LTA at the Nature Valley Open (Nottingham), the Nature Valley Classic (Birmingham) and the Nature Valley International (Eastbourne) with British #1 Johanna Konta as its brand ambassador. Nature Valley is also an official global partner of the season-ending ATP World Tour Finals at London O2.

The Lawn Tennis Association (LTA) is the National Governing Body for tennis in Great Britain, responsible for developing and promoting the sport, with a mission to get more people playing tennis more often. The LTA runs and supports a network of 11,500 approved tournaments for players of all ages, the corner-stones of which are the premier grass court events leading up to Wimbledon: the Nature Valley Open at Nottingham, the Nature Valley Classic at Birmingham, the Fever-Tree Championships at Queens Club and the Nature Valley International Eastbourne.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC.

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Shredded Wheat has launched a new brand platform with the message that, on a breakfast of 100% whole grain wheat, consumers won’t just ‘do’ life, they’ll ‘shred it’.

‘Shredded’, created by McCann London and running across TV, social media, press and promotional and experiential activations, celebrates the attitude of getting out there and absolutely ‘shredding’ whatever it is you are doing – from the big to the small, the mundane to the out-of-this-world.

The word ‘shred’, used in this sense, is a slang term ultimately derived from surfing and means to perform a difficult task with supreme style.

Launching with TV and social media, “Shredded” will be used to unify the broad audience demographic through a single attitude.

The social media programme uses a range of tactics to generate conversation and sharable content. User Generated Content forms a backbone to the campaign, with activity to encourage and reward individuals to take part.

Complementing this, there is a range of surprise and delight activations, rewarding individuals that make “Shredded” part of their personal story. Social listening will follow events, newsroom-style, allowing Shredded Wheat to be part of broader conversations. Finally, guerrilla events will help generate noise around “Shredded” as a platform.

As yet, there are no details of what rewards and incentives people will be offered for their UGC or as part of the social listening programme. Similarly, there are no specifics about any experiential activations planned.

Supporting the social media is a 30-second TV spot, which shows a man, fuelled by the whole grain of a Shredded Wheat breakfast, diving from a high board into a hotel swimming pool in slow motion. Everyone at the pool keenly watches the man, including his own son, in whose eyes he becomes the heroic “daddy of all daddies”.

Toby Baker, Marketing Director of Nestlé Cereals, says: “Shredded Wheat is a heritage brand that has remained a valued part of the breakfast bowl since 1893 the new “Shredded” platform is an evolution of the brand we know and love, to maintain its relevance in today’s world.”

In the UK and the European Union, Shredded Wheat is a trademark owned by Nestlé and the brand is manufactured by Cereal Partners Worldwide, a joint venture between Cereal Partners and Nestlé. In the US, Shredded Wheat is no longer a trademark and a number of companies make products under the Shredded Wheat name.

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Häagen-Dazs has been named the Official Ice Cream of The Wimbledon Championships after signing a five-year deal with the Lawn Tennis Association, the tournament’s organisers.

The General Mills-owned luxury ice cream brand will be supporting the partnership with a £2.5m UK-wide 360° marketing campaign, including social and digital activity, high-impact print and outdoor advertising, in-store shopper activation plus promotional packs with the official Wimbledon logo on front-of-pack.

The partnership will also see the full range of Häagen-Dazs being sold at Wimbledon as the event’s exclusive ice cream brand, from branded scooping parlours located right by Court No.1 and Centre Court, as well as ice cream kiosks selling stick bars and mini cups.

Nearly 500,000 spectators are expected to attend the championships.

Building on the momentum and premium heritage of the tournament as well as supporting its recent stick bar launch, Häagen-Dazs will be kick-starting its new role by launching a new limited edition Strawberries & Cream stick bar, to be sold exclusively at this year’s event.

Arjoon Bose, Northern Europe Marketing Manager for Häagen-Dazs, says: “Wimbledon is a strong fit for our overall strategy to increase brand saliency and elevate our iconic equity.  Awareness is going to be very high this summer and this gives us the perfect opportunity to excite and attract new shoppers, and ultimately cement Häagen-Dazs’ position as the go-to luxury ice cream brand.

General Mills UK & Ireland owns a portfolio of market leading brands including Fibre One, Häagen-Dazs, Old El Paso, Green Giant, Betty Crocker, Nature Valley and Jus-Rol.

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