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
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
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.