Jun 26, 2018 • By

Grigor Dimitrov serves Häagen-Dazs flavor challenge

Häagen-Dazs and its brand ambassador Grigor Dimitrov are serving up something different at Wimbledon, urging tennis fans to set aside the tournament’s strawberries and cream tradition.

As the Official Ice Cream of The Championships, Wimbledon, – for the third year in a row – Häagen-Dazs is using the tournament to spotlight its Cookies & Cream flavor as the “new taste” of The Championships.

Fitting, because it also happens to be Dimitrov’s favorite flavor of all time.


In fact, Dimitrov inspired and helped design the packaging for the limited-edition Cookies & Cream stick bar that will be launched exclusively for Wimbledon and sits at the center of the “Let’s Play” Wimbledon campaign from Häagen-Dazs.


The campaign aims to highlight the fun, playful nature of both the brand and Dimitrov – the world’s number six men’s player – by introducing Cookies & Cream as the disruptive new “challenger” to take on the traditional Wimbledon “champion” Strawberries & Cream.

The “Chämpion vs. Challenger” concept also will be brought to life on-site at the Häagen-Dazs parlour at The Championships with a recipe creation face-off between the Chämpion “Wimbledon’s Strawberry Sundae” vs the Challenger-inspired “Grigor’s Cookie Serve.”

“I’ve been a Häagen-Dazs Cookies & Cream guy all my life, so when my favourite ice cream brand asked me what flavour I wanted as my limited edition for my favourite tournament, the answer was obvious as it’s the one flavour I can’t live without,” says Dimitrov. “I’m thrilled to be the creator of the flavour challenge for this summer’s Let’s Play campaign and had a great time collaborating on my stick bar, which I hope everyone will get to enjoy during The Championships. I love Wimbledon and all its traditions, but this time, I am hoping to start a new one with Cookies & Cream.’’


Dimitrov is clearly #TeamCookies, but what will tennis and ice cream fans in the UK choose in the campaign? Will #TeamStrawberries still reign?

“This year, we wanted to be more disruptive and surprising, taking a cue from our very own super fan and ambassador Grigor Dimitrov who really germinated the idea for this unexpected flavour challenge, to create what we believe is our most engaging Wimbledon campaign to date,” says Arjoon Bose, leads Häagen-Dazs marketing in the UK. “Grigor is a major challenger for Wimbledon himself and backing #TeamCookies will certainly raise the stakes and buzz vs #TeamStrawberries.”

The #LetsPlay campaign will be activated across a series of content featuring Dimitrov on Facebook, YouTube and Instagram, as well as out-of-home and in-store across all major supermarkets with money-can’t-buy shopper experiences.


Last week, Dimitrov kicked off the campaign by handing out the Cookies & Cream stick bars at The Queen’s Club Championships, interacting with fans from inside and outside an ice cream truck onsite even giving out Centre Court tickets to watch his match.

In addition to Wimbledon, the Häagen-Dazs limited-edition Cookies & Cream stick bars also will be available at Tesco across the UK and online via Amazon Fresh and Prime Now, for the summer.

Häagen-Dazs is the Official Ice Cream of Wimbledon and official supplier of LTA British Tennis, including the Queen’s Club Championships, and is an official partner of this year’s WTA “Tennis on the Thames” in London Southbank.

Editor’s note: Some of the photos in this post were provided by Zhanna Shikhmatova.