Fuller Smith & Turner, the west London brewer and pub owner, today launches the ‘House of Ice Cream’ to mark National Ice Cream Day.  The campaign created by brand communications agency, The Fitting Room, is a celebration of Fuller’s Kitchen exclusive buffalo milk ice cream and their food innovation.

The House of Ice Cream will be serving up a range of innovative new dishes including;

MAINS

• Ice cream and fries (VG)
• Ice cream and fried chicken (hot sauce optional, but make good life choices)

BOOZY ICE CREAM FLOATS

• Tequila served with blood orange sorbet
• Pink gin and raspberry sorbet
• Pornstar martini and raspberry sorbet
• Bacardi and coke with coconut ice cream (VG)

  DESSERTS

• Ice cream macaroons

BUILD YOUR OWN STATION

Oreos, Maltesers, gummy bears, marshmallows, popping candy, popcorn, smarties and party rings.

There will also be A DJ playing old school garage and hip-hop tunes after work, whilst guests are transported to ice cream heaven.

Lucy Gaskin, Food Marketing Manager at Fuller’s Kitchen, said: ‘’At Fuller’s Kitchen we are passionate about food from pub classics to Sunday Roasts, all the way through to our ice cream. Customers can enjoy our amazing ice cream in our pub gardens or alongside one of our chefs signature puddings. At Fuller’s Kitchen we understand the needs of our guests are changing, from how they consume information to the demand for vegan dishes and a non-alcoholic offering. It’s an exciting time for a British heritage brand as we unpack what future pub lovers will be looking for, from experience to food and drinks. The House of Ice Cream is an example of innovation, quality and fun.”

Charlotte Mair, Managing Director at The Fitting Room, added; ‘’We’ve been working with Fuller’s Kitchen for over 3 years and their commitment to food innovation and quality ingredients is incredible. The House of Ice Cream demonstrates their forward-thinking approach to engage new customers from outside what would be considered a ‘traditional pub audience.”

The pop-up runs until the end of July at 1 Fleet Place, Farringdon.

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Magnum ice cream’s world-famous Magnum Pleasure Store, this year located in London’s borough of Chelsea, is a hub for diverse events this summer – including an upcoming Instagram photography masterclass. On 15th August, Julia Smith of Humphrey & Grace, a self-taught photographer with 245k followers, will host an evening masterclass that will teach visitors how to make the most of their Instagram. Visitors will learn how to capture the perfect shot and will be given the chance to create their very own freshly dipped personalised Magnum.

The beautifully decorated art-deco style Pleasure Store was delivered by experiential agency, Hot Pickle and will remain open until 16th September. The Pleasure Store embodies and celebrates Magnum’s attitude to ‘Take Pleasure Seriously’ and showcases its position as an expert in luxury ice cream craftsmanship. With the return of the iconic ‘Make My Magnum’ dipping bar, visitors can customise their own eye-catching ice creams, crafted in-store by Magnum’s expert ‘Pleasure Makers.’

The bar features an array of dipping chocolates and toppings, meaning everyone can find a unique indulgence just for them. Also introduced this year, consumers will be able to decorate their Magnum with the finishing touch of a special initial chocolate coin. Visitors can also choose from a range of new Magnum ice cream ‘looks,’ specially crafted and inspired by the world of fashion and art – this includes exclusive recipes created by Magnum’s international Pleasure Seekers, Bella Hadid and Alexander Wang.

A brand new feature launched at this year’s Pleasure Store sees the addition of the Magnum Chef’s Table, giving visitors the VIP experience of getting hands on and dipping, and crafting, their very own indulgent creation.

Alongside this, for the first time, the iconic Magnum Pleasure Store ice creams will be available to order on Deliveroo throughout the summer in selected postcodes, allowing customers to enjoy indulgent in-store experience from the comfort of their own homes.

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American ‘guilt-free’ ice cream brand, Halo Top, is expanding its UK range with the introduction of three new flavours: Birthday Cake, Red Velvet and Oatmeal Cookie. Now available for purchase nationwide, the new flavours were launched with a recent pop-up at London Potters Field in July. Thousands of free samples were given to the public underneath a giant 10-ft replica of Halo Top’s Birthday Cake ice cream tub, suspended in the air by 2,900 balloons.

The recent low-calorie ice cream trend has seen the brand become on of the hottest in the market since its US launch in 2011. Halo Top offer tubs at 280-360 calories which are high protein and promise to taste just as good as higher calorie alternatives. Former lawyer, Justin Woolverton, founded Halo Top while on a quest to create ice cream that could be enjoyed without guilt.

Seven flavours including Sea Salt Caramel, Peanut Butter Cup and Cinnamon Roll arrived in the UK in January to mark Halo Top’s debut. After a positive response, Halo Top are now expanding their range in response to their growing British fan base. Doug Bouton, COO & President noted, “The response from our UK fans has blown us away. The only reason that we’re able to launch more flavours so soon after our initial launch is because of our incredible U.K. fans, and we think giving them three more flavours to enjoy this summer is the perfect way to say thanks!”

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Nestlé-owned ice lolly brand Fab is taking over Bernie Spain Gardens on London South Bank to launch its summer roadshow this Saturday, before taking the experiential activation around the UK over the next six weeks.

The #myfabland roadshow will be at Bernie Spain Gardens, a green space between Gabriel’s Wharf and the OXO Tower on the London South Bank, from 12.00pm – 6.00pm on July 7 2018 with a free event for families. Children will be able to experience exploding confetti sprinkles geysers, huge Fab lolly mazes, ball pit moats, supersized slides and more fab fun.

Alongside the #myfabland tour, there is also a competition running on Facebook offering a family of four the chance to win a VIP package to the Bristol Balloon Fiesta.

The #myfabland experience has been designed and managed by i2i Marketing.

After opening on the South Bank, #myfabland will be touring across the UK throughout July and August at the following locations:

• Bernie Spain Gardens, London South Bank: July 7, 12.00pm-6.00pm
• Birmingham Bullring: July 13-15, 10.00am-6.00pm (daily):
• Bournemouth: July 20-22, 10.00am-6.00pm (daily)
• Sunderland Air Show: July 28-29, 10.00am-6.00pm (daily)
• Nottingham Riverside Festival: August 4-5, 10.00am-6.00pm (daily)
• Bristol Balloon Fiesta: August 9-12, 12.00pm-8.00pm Thursday, 10.00am-6.00pm Friday – Sunday
• Plymouth Plaza: August 17-19, 10.00am-6.00pm (daily)

Further details are on the Fab Facebook page.

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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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Cornwall will be coming to Observation Point on London’s South Bank on Monday 14^th May to kick off a UK-wide roadshow for ice-cream company Kelly’s of Cornwall, offering consumers the chance to sample its range and enter a competition to win a Cornish beachside weekend break.

The Kelly’s of Cornwall Grand Flavour Tour was created to bring a taste of the Cornish Seaside to the rest of the UK, using distinctive Cornish icons.

The activation has been created by i2i Marketing and the stand design was inspired by Kelly’s of Cornwall latest ‘Cornish-speaking’ TV advertisement, which also launches on May 14^th. The Kelly’s of Cornwall TV ad was created by award-winning agency, Isobel.

The London debut will showcase the world’s first “Kelly’s of Cornwall Ice Cream Pasty”. TV chef and Kelly’s ‘ice cream sommelier’ James Strawbridge will be inviting passers-by to try innovative “Cone-ish pasties”, which are made of sweet-filled crumbly pastry.

This works like an ice cream cone and will be topped off with a choice of three Kelly’s ice cream desserts:

• Cream Tea Cone-ish Pasty with Kelly’s Berry Eton Mess ice cream
• Spiced Apple & Date Crumble Cone-ish Pasty with new Kelly’s Butterscotch Pecan ice cream
• Red Velvet Cone-ish Pasty with Kelly’s Clotted Cream ice cream

The unique Cone-ish pasties have been developed by James Strawbridge in association with Wild West PR.

The Kelly’s of Cornwall Grand Flavour Tour will then be travelling around the UK to share its uniquely Cornish Ice Cream at 36 supermarket locations over six weeks.  Visitors will be able to sample the Kelly’s take-home flavour range with a variety of toppings and will be invited to vote for their favourite flavour via digital touch screens on the stand, with a chance to win a beach-side “Flavour of Cornwall” weekend break.

The results of the vote will be shown every week on the Kelly’s Facebook page, along with upcoming roadshow locations, with the nation’s favourite flavour announced at the end of the tour.

i2i Marketing is a multi-award-winning brand experience agency that creates exceptional experiences with a personal touch. A member of UK trade body The Institute of Promotional Marketing (IPM), i2i’s clients include Froneri, Philips, AG Barr and Genius.

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To celebrate its 40th birthday, and its new Birthday Cake flavour, ice-cream brand Ben & Jerry’s ran a giant birthday cake themed ball pit at London’s Old Spitalfields Market.

For one day only on Saturday 10^th March, ice cream lovers were able to dive into a ball pit while being churned around like the ingredients in the making of the Birthday Cake ice cream. Ben & Jerry’s swirling Birthday Cake ball pit came complete with giant candles and 45,000 multi-coloured balls – plus free ice cream, with the Ben & Jerry’s team scooping free samples of the new Ben & Jerry’s Birthday Cake flavour, which includes vanilla cake batter ice cream, pink frosting, strawberry swirls and cake pieces. The new variety retails at £5.49.

The launch is being supported by a £3.5m marketing campaign spanning TV, digital and outdoor advertising.

Christina Dunn, country business leader at Ben & Jerry’s UK and Ireland, said: “We know that our fans like to gift Ben & Jerry’s to their friends, so new Birthday Cake responds directly to this insight, with a new addition to our flavour family ideally suited for the gifting occasion. We have also seen an increasing desire for innovation when it comes to birthday cakes, with boundaries being pushed from traditional designs to impressive, bespoke creations.”

The Old Spitalfields Market event was free, and ran from 11am – 6pm on Saturday 10 March.

The campaign was created by PR agency W Communications, with experiential agency Bearded Kitten delivering the event.

Ben & Jerry’s was launched in 1978 in Burlington, Vermont, USA, where it is still headquartered. The business was bought by Anglo-Dutch food and household products group, Unilever, in 2000.

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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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