Wimbledon and ice cream make a perfect combination. So when Häagen-Dazs wanted to kick-off a new partnership with The Championships in style, we served up a winning campaign.
Share this page
I love the way BEcause frame strategic insight and bring it to life in a fun and engaging way. You’ve really pushed us to deliver outstanding activations. I'm looking forward to working with you again in the future.
Nicole Whelan, Senior Brand Manager, General Mills
As the official ice cream of Wimbledon, Häagen-Dazs wanted to support this new 5 year sponsorship with live activity to drive immediate sales, convert new customers and promote the 100% natural ingredients found in each and every scoop.
What we did
Aligned with a wider social, PR and OOH campaign, we delivered over 30 days of live activations at key locations across London, Manchester and Birmingham. Kicking off with activations at Selfridges and Ascot races, the campaign culminated in a high-profile activation at the 2016 Wimbledon Championships.
How we did it
At each activation, people were invited to visit one of our branded trailers and experience the limited edition Smashed Strawberries and Cream ice cream. Photo booths offered tennis fans the rare opportunity to lose themselves in iconic scenes from The Championships’ long history.
photo booth participants
Game, set and match as Haagen-Dazs claimed ‘most effective sponsor during Wimbledon 2016’ (Waggener Edstrom: Brand Agility Index)