Ben & Jerry's puts Naked on roster for media planning

LONDON - The ice-cream brand Ben & Jerry's has appointed Naked to handle its media planning, on a retained basis.

Naked, its first roster media agency in five years, will be charged with extending the use of its recent "home fangled" campaign, created by Fallon.

Ads have been running in London, mainly across the Underground. The aim is to roll out the campaign nationally, according to Ben & Jerry's brand manager, Antonia Kaup, while retaining its brand positioning.

"We're looking to evolve what we've already done, but it's a small brand and important that we stay true to our roots," she said.

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

The brand was always renowned for its ethical heritage and wholesome image, although this came into question when it was bought in 2001 by Unilever.

However, the FMCG giant has allowed the brand to retain its independence.

John Harlow, a managing partner at Naked, said: "The personality of the brand is not traditional so its brand communications need to reflect these values."

Since the buyout, the Ben & Jerry's advertising account has settled into one above-the-line agency, Fallon, after several changes in the early days. Its media has been handled in-house in recent years.

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