Häagen-Dazs’ new brand strategy in the UK builds cultural relevance through style and fashion, appealing to younger consumers aged 18 to 30. Creative agency, Space, took the lead on delivering this new strategy via a fashion-focused initiative, Püre Style, which lauched during the 2019 Wimbledon Tennis Championships.
The campaign brought together influencer and TV presenter, Laura Whitmore, with tennis player Grigor Dimitrov. Together, they created an engaging series of videos, bringing to life their inspirational style tips throughout the Summer of 2019.
Working alongside a top stylist, Grigor and Laura curated a series of looks across three hot summer styles: Festival-Chic, Summer Date-Ready and Time-for-Tennis. All of Laura’s looks were selected from stylish high street retailers, ensuring attainability for the target market.
The films showed Laura and Grigor emerging from brightly coloured, playful and stylish sets to reveal their outfits — and of course, each look was completed with the ultimate summer accessory — a Häagen-Dazs stick bar.
The videos were shared through social media platforms including Instagram, Facebook, Snapchat and Pinterest. The snackable content was delivered as 7” videos summarising their look in each of the categories, as well as two longer 30” films revealing all of the looks.
The campaign was fuelled in part by a £3m marketing investment across summer 2019, which included bringing their new fashion-strategy to life. The creative featuring Laura and Grigor was featured on the largest OOH site at Wimbledon and was amplified over social and digital.
It was Häagen-Dazs biggest experiential activity in Wimbledon to date, focusing on a massive retail space on the tournament’s most prestigious spot, Henman Hill, where visitors were able to buy the full range of Häagen-Dazs products.
“We wanted to create something that truly drove relevance with our target market and helped position us as a brand for them – we know that they’re really passionate about fashion, so we’re delighted to have two such high-profile ambassadors relaying their own style tips throughout the summer.”A General Mills spokesperson
David Atkinson, Managing Partner, Space, said: “This campaign is a great representation of Häagen-Dazs and its values. It’s playful and stylish, whilst ensuring that as a luxury brand we’re approachable and accessible. Creating fashion and style tips for our audience on Instagram evolves the role that the brand is playing within the Wimbledon partnership.