Last summer, Ben & Jerry’s took the summer festivals by storm, preaching “Peace, Love and Ice Cream”. This year, they kicked off ice cream season with the launch of a new flavour, the scrumptious Ben & Jerry’s “Chocolate Macadamia”. Demonstrate came up with a trough-the-line campaign to support the launch. At its chewy and delicious centre: qualitative tasting with two original and flavoursome events in Ghent and Antwerp.
The campaign started off with an ‘abribus’ campaign and a live press tour to introduce the new flavour to the public and the press and also to announce the arrival of two maxi “discover-and-try-the-all-new-Ben & Jerry’s-Chocolate Macadamia-ice-cream” events at Steenplein in Antwerp, and Kouter in Ghent.
The backdrop of these events: a 200 m² field of real grass, dotted with bean bags, beach chairs, Ben & Jerry’s ice cream vans and –most importantly– lots and lots of people eating, licking and generally loving the new ice cream.
Traffic building was in the hands of cute and cheerful Ben & Jerry’s boys & girls, who invited passers-by to come down and have a taste. A few days prior to the event, an interactive mobile advertising truck started driving around the city to announce the event. (Its wheels kept on rolling until the ice cream vans left town again.)
Aside from getting a free dollop of delicious Chocolate Macadamia ice cream, visitors also got the chance to find out more about the way the Ben & Jerry’s brand treats the environment. Using informational plaques and one-on-one schooling, consumers were able to learn about Ben & Jerry’s active commitment to fair trade and social engagement.
To quote Ben & Jerry themselves: ‘Saving the world, scoop by scoop”.
Both events got a huge turnout. In Ghent, even the sun came out to see what all the fuss was about. Good times!
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