General Mills is investing £2.5m in a nationwide marketing campaign to celebrate Häagen-Dazs’ five-year partnership with Wimbledon.

As the official ice cream of The Championships, the brand will be supported by 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.

Arjoon Bose, Northern Europe marketing manager said: “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.

“Our campaign creative will put the brand front-of-mind amongst consumers, inspiring them to add Häagen-Dazs to their shopping list and pick it up from the ice cream aisle. Our line-up is incredibly strong; with flavours delivering on tastes such as salted caramel that are in line with consumer trends, as well as the much celebrated Strawberries & Cream, which is synonymous with Wimbledon itself. We are encouraging retail partners to make sure they stock up on the full Häagen-Dazs range across stick bars as well as 300ml and 500ml sharing sizes to reap the benefits and to incrementally grow sales for the overall ice cream category.”