Ben & Jerry’s & Values
Since coming up with the pitch-winning platform that made us global AOR, I’ve worked on many projects for Ben & Jerry’s over the years.
My favorite ones focus on the social values and causes the brand has always stood for. Here’s a smattering.
Voting | “Democracy Is In YOur Hands”
A pint of Phish food isn’t the only thing in your hands.
This campaign was about voter empowerment, voters’ rights, and voter participation.
I even had the rare honor of renaming a Ben & Jerry’s flavor (Chocolate Fudge Brownie) to inspire UK voters.
Climate change | “RENEwable is doable”
Ben & Jerry’s Australia wanted to emphasize clean energy to help curtail climate change. So we designed custom pints and sent them to key governmental figures who could help enact legislation to support the cause. We also created postcards at scoop shops that could be sent to these people, as well as signage for a climate change march.
GMO Labeling | “Labelize It”
The year Oregon was voting on mandatory GMO labeling, they were also voting on legalizing marijuana. This statewide OOH campaign leaned into that.
Refugee justice | “Cone together”
Yes, it’s a product spot. BUT, it was cool to make a TV spot that ran across European markets in support of refugees.
4.20 | Chillaco
And nothing says you’re pro-weed like an ice cream taco stoner snack for 4/20.