Ice cream brand Häagen-Dazs has recruited top tennis stars for its latest marketing campaign and is using their influence to raise the profile of its flavours during Wimbledon fortnight.
The brand is working with players including Grigor Dimitrov and Laura Robson, who are using their social media profiles to take part in Häagen-Dazs' Champion v Challenger campaign. The concept pits tennis fan-favourite strawberries and cream-flavoured ice cream against the challenger flavour, cookies, and cream.
Social media users are asked to pick their preference, drumming up interest and awareness around the brand.
This is not the first time that Häagen-Dazs has used players in its marketing; last year, stars like Björn Borg featured in adverts for the brand.
However, speaking to The Drum, Arjoon Bose, who heads up marketing for the snacking division of General Mills, Häagen-Dazs' parent firm, explained: "We moved away from a broadcast model with our influencers to more of a social model where we work with them to ensure they have a very engaged fan base, rather than just driving for fame and reach."