Ben & Jerry’s

Ben & Jerry’s asked us to create a global, evergreen, social-first campaign that would grow market share by showing new and light buyers what makes the brand unlike anything else in the freezer.
The answer was hiding in every tub. Ben & Jerry’s is famous for loading its ice cream with chunks, swirls and unexpected discoveries, a tradition inspired in part by co-founder Ben Cohen’s limited sense of taste. Every flavor delivers its own delicious combination, making every spoonful a little different from the last.

And what’s true of Ben & Jerry’s is true of people everywhere. We’re all loaded with quirks, contradictions and eccentricities. That’s the good stuff.

The platform celebrates what is always changing, including new flavors, surprising combinations and culture, alongside everything that remains unmistakably Ben & Jerry’s: its values, voice and euphoric world of blue skies, fluffy clouds, green hills and one famously freewheeling cow.

The campaign comes to life through two complementary creative territories. Rare Finds celebrates the discoveries inside every tub through social ideas like Horo-Scoops and Who Do You See? quizzes. Sofa Moments transforms the familiar ritual of unwinding with Ben & Jerry’s into something delightfully surreal.

We delivered a flexible global toolkit spanning social, outdoor and in-store, with TV and social video to follow. In a category built around smoothness and predictability, Ben & Jerry’s is proudly celebrating the delicious chaos that has always made it one of a kind.

Things change. Flavors evolve. But the joy, values and unmistakable Ben & Jerry’s spirit remain.

Never the Same. Always Ben & Jerry’s