Ben JERRYS - Sprinkle the love

Problem - Ben & Jerry’s have spent considerable time researching and supporting human rights, diversity, social and economic justice and environmental protection. However, consumer perception is that they are just another overpriced, American brand with pretty packing and quirky flavours, meaning that customers don’t feel they can belong to their community.

Insight - Within society we consistently characterise people based on their food choices, the things we eat really do say a lot about who we are. As a society, we are also getting more particular about our food choices and demand customisation with everything from coffee to a pizza.

Solution - Create a playful integrated advertising campaign that celebrates our individuality and unique taste buds, putting belonging at the forefront of Ben & Jerry’s while allowing customers to give back to the world.