Ben & Jerry's holds creative review

Ben & Jerry's, the American ice-cream brand bought by Unilever last

April, is talking to agencies about its UK creative account.

The company is in talks with independent agencies and certain Unilever

roster agencies about the task. The review is being handled through the


The incumbent, Third Planet, was not aware of the agency talks. It won

the £1.5 million business in March last year. Its appointment

marked the third time the ice-cream maker had called a review in less

than a year.

Ben & Jerry's handles media planning and buying in-house and is not

planning to hire a media agency.

It is understood that Ben & Jerry's UK marketing department wants to

retain a degree of autonomy from its Unilever parent. In the UK the

company has often relied on PR stunts and promotions to supplement its

limited advertising activity.

However, the brand ventured into cinema for the first time in October

last year, with an animated execution by Third Planet featuring a

half-man, half-woman Ben & Jerry's ice-cream addict.

Ben & Jerry's declined to comment as Campaign went to press.