The £2 million campaign, planned and bought by Concord, continues the "homemade" strategy developed by Fallon when it won the account in November 2001. "Granny-like", "chunks" and "chocolate chips" all play on the brand's wholesome values and ingredients and use the same style of typography and art direction as previous campaigns.
Postcards featuring the campaign will be dropped in bars nationwide. Ben & Jerry's outlets in cinemas will also display the ads.
The ads were written by Ed Edwards and Dave Masterman, with typography and design handled by the creative team James Townsend and Simone Wagener.