Häagen-Dazs has launched a strawberries & cream limited edition ice cream bar in honour of its partnership with Wimbledon.

Now in its second year, the five-year Wimbledon collaboration builds on the brands affiliation with tennis globally.

Häagen-Dazs is also investing £2 million into a campaign called Extraordinary Serve. It will run until 16 July, covering the tennis season in the UK, and will include TV and social media coverage.

The campaign will include a major TV burst as well as social media support through platforms Facebook and Instagram.

Richard Williams, UK and Northern Europe marketing director for General Mills, says, "Wimbledon is one of the biggest activations for the summer for Haagen Dazs. Through this years campaign and our strawberries & cream ice cream we are creating the modern expression of a Wimbledon icon celebrating the much-loved signature flavour pairing of The Championships.

"We are investing significantly into our Extraordinary Serve campaign including TV support and we are sure this will deliver a strong start to the summer for the brand."