The package of tailor-made promotional activity – linked with the brand’s status as Official Ice Cream Supplier to Wimbledon – will drive consumer demand for Häagen-Dazs and generate in-store ‘theatre’.
The partnership between the prestigious tennis event and the iconic luxury ice cream brand has already proved its pulling power: sales were up by a staggering 500,000 units during last year’s tournament when Häagen-Dazs recorded its best sales performance in four years1.
“This sponsorship and associated promotional activity represents a major sales opportunity for the brand,” says Andy Foweather, Sales Director of General Mills UK.
“The Perfect Match will ensure our retail customers enjoy the benefits of this sporting link-up in terms of increased demand and heightened awareness of Häagen-Dazs in the key weeks ahead. It is therefore important that retailers ensure they stock up in advance of the tournament to ensure they can cope with increased demand. Out of stocks will result in missed sales and disappointed customers.”
As part of the Perfect Match drive, Häagen-Dazs will be available at outlets throughout the All England Lawn Tennis and Croquet Club in SW19 during the course of the tournament.
In-store activity includes sampling and Wimbledon-branded point-of-sale to bring the sponsorship to life. Promotional activity includes branded freezer carts, multi-buys such as two for £5 promotions, off-shelf displays and gondola-end activity.
There will be support materials available for the convenience channel to draw consumers to the freezer and highlight the brand’s association with one of the highlights of the British sporting summer.
Perfect Match forms just part of the marketing programme invested in the brand, which will support the spectacular rise of Häagen-Dazs. The brand currently generates annual retail business of £42.4 million, is growing by 10.5%2 and is the UK’s most widely recognized luxury ice cream brand3.
General Mills (UK) Ltd
Tel: 01895 201100