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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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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