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The luxury ice-cream brand partnered with Wimbledon once again and offered a limited edition ice-cream in collaboration with sportswear brand Björn Borg.
Häagen-Dazs' lead for marketing in the UK and Europe, Arjoon Bose, discussed how supporting Wimbledon is a "significant investment" and their "single largest global partnership".
After the success of the 2016 partnership, which saw a "huge sales uplift", this year saw Häagen-Dazs launch the ’Extraordinary Serve’ campaign. The brand created a limited edition, bespoke ice-cream with sportswear brand Björn Borg, in addition to the presence of parlours and kiosks on the grounds.
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