Fallon unveils Ben & Jerry's campaign

Fallon has created a new series of executions for Ben & Jerry's, which focuses on the natural, wholesome qualities of the brand's ice-cream.

The agency was briefed to develop the existing "home-fangled" strategy, while communicating the fact that Ben & Jerry's ice-cream is made from an abundance of home-made ingredients.

In the first of the three ads, "cherries", the image of a huge cherry is accompanied by the words: "Guess what makes our Cherry Garcia taste of cherries?"

In "cream", the execution uses Ben & Jerry's-style typography combined with blobs of cream. The heading this time reads: "Crammed full of cream. Especially if the cows are having a good day."

The endline, which runs through all the ads, is: "Ben & Jerry's. Homemade Ltd."

The ads were written and art directed by Simon Roseblade, Glenn Gibbins, Juan Cabral, Mike Sutherland and Anthony Nelson.

They are due to break on 5 July and will run on tube panels, as 48-sheet posters and as a press campaign, for a period of four weeks.

Media planning was by Naked, which was recently appointed on a retained basis. Previously, Ben & Jerry's had been without a roster media agency for five years. Buying was by Concord.

Helen Jones, the general manager of Ben & Jerry's, said: "Ben & Jerry's home- fangled strategy pulls together our brand's heritage of home-made ice-cream with wholesome ingredients, a generosity of spirit and, of course, a love of ice-cream."

Ben & Jerry's was founded in 1980 by Ben Cohen and Jerry Greenfield, but only started advertising in 1998.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off Campaign's relaunch than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).