Ben & Jerry's selects Fallon for advertising
By JENNY WATTS, campaignlive.co.uk, Friday, 09 November 2001 12:00PM
Fallon has won Ben & Jerry's, the American ice-cream brand bought
by Unilever last year, giving the agency its first place on the food
giant's coveted roster.
The review, which was called in August, was handled through the AAR and
involved a number of undisclosed agencies.
The incumbent, Third Planet, won the £1.5 million business in
March last year. It was the third time the ice-cream maker had called a
review in less than a year.
Ben & Jerry's will continue to handle its media planning and buying
arrangements in-house. Since the acquisition, it is believed that Ben &
Jerry's UK marketing department wishes to retain a degree of autonomy
from its Unilever parent. Its activity in Britain has traditionally
relied on PR stunts and promotions to supplement a limited advertising
Ben & Jerry's made its first foray into cinema in October last year when
it introduced an animated half-man, half-woman ice- cream addict.
It is expected that Fallon will produce work across a variety of media
for the brand.
Ben & Jerry's was founded by Ben Cohen and Jerry Greenfield in 1980.
It prides itself on its ethical heritage and wholesome image.
Michael Wall, a managing partner at Fallon, said: "It's a fantastic
brand with a great ambition. There' s a good fit, as well as a mutual
desire to break some rules and have some fun."
This article was first published on campaignlive.co.uk
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