What we've been up to this week: 22 July
With the whole country experiencing a tropical heatwave earlier this week it seems only right to start off the round-up with some refreshing ice-cream related news.
Ice cream + tennis
Over the last couple of months, the Haagen-Dazs team in our Food + Drink sector have been fully immersed in the world of tennis, highlighting the brand’s new five year sponsorship of The Wimbledon Championships. If this wasn’t enough, the brand has also been celebrating new partnerships with the Women’s Tennis Association and Lawn Tennis Association – a very busy summer indeed!
To kick things off, the team invited media to attend the Lawn Tennis Association’s Hurlingham event, arranging a sneak media preview of the new limited edition Strawberries + Cream stick bars. Encapsulating the iconic food of Wimbledon, the team also launched the new Strawberries + Cream Stick bar to 13 media at the exclusive WTA Party at Kensington Roof Gardens, with an engaging, interactive space – allowing media to get a ‘real’ hit of Strawberries + Cream!
In addition to this, the team were also tasked with raising awareness of the brand’s Lose Yourself campaign, a photographic project, where we worked with street-style photographer Adam Katz Sinding to turn the camera back to the fans, capturing them losing themselves in the intense atmosphere of the Championships. The team negotiated with Vogue Online to become the official partner for the incredible photographs to be hosted, which really emphasised the premium nature of the product.
Additionally, the team helped drive further exposure for the new and limited edition Strawberries + Cream Stick bars and Lose Yourself campaign, through a bespoke influencer campaign. To gain cut through during such a busy media moment, we teamed up with influencers Lydia Elise Millen, Ali Gordon, Peony Lim and Shini Park to create bespoke content to reflect the Lose Yourself campaign and exclusive partnership with Wimbledon. The team also hosted influencers on the rooftop of Selfridges last week for a Wimbledon Weekend, to screen the exciting finals, as well as sampling the limited edition flavour.
To date, the team has achieved 125 pieces of coverage, with a reach of over one billion. Good work guys, it can’t be easy working with all that ice-cream!
Not your typical office
On Thursday this week, we brought the best of what H+Kers get up to outside of the office into the office, showcasing our hidden talents and indulging in our passions. For one afternoon, all the meeting rooms became shrines to our pastimes for H+K Carnival. From Banksy to biking, we shared what makes us tick when we’re off the clock. There was plenty to do, including a cycling time trial, yoga classes, food photography, still life drawing, travel tips and advice, cake decorating, football photography, and several film showings, all provided by H+Kers themselves. The evening was completed by our very own in house DJ. It just goes to show we’re so much more than just PR.
Run rabbit run
Murray won Wimbledon, Lewis Hamilton the British Grand Prix and Phil Mickelson leads The Open, but the only result you’re all really interested in is how our two H+K teams got on in last week’s Great Run Relay at the Olympic Stadium.
It was a close fought affair between the two teams from our Sport sector, with the winning team crossing the line with a precious 34 seconds lead after more than an hour and a half of sweat and toil.
The places came via our work with Duracell, who we signed up to power the Great Run Series earlier this year and who will be helping runners ‘go for longer’ at Sunday’s 10km Great Newham Run by introducing Duracell Bunny Pacers.