Ben & Jerry’s hands first UK creative ad project to Renegade

Ben & Jerry’s, the US luxury ice-cream maker that has traditionally turned its back on advertising, has picked the fledgling agency, Renegade, to handle the creative work on its first significant UK campaign.

Ben & Jerry’s, the US luxury ice-cream maker that has traditionally

turned its back on advertising, has picked the fledgling agency,

Renegade, to handle the creative work on its first significant UK

campaign.



The appointment by the company, which has built its reputation on the

back of PR generated from its social and environmental activism, fits

with Renegade’s founding philosophy of combining advertising with

PR.



Ben & Jerry’s is putting pounds 500,000 behind a summer campaign in

London and the South-east, which will include press and 48-sheet posters

as well as ads in London Underground stations. An extension of the

campaign into cinemas is also under consideration.



Media planning and buying will be handled by New PHD, which put the

brand on the radio after its appointment in June last year.



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