Ben & Jerry's selects Fallon for advertising

Fallon has won Ben & Jerry's, the American ice-cream brand bought

by Unilever last year, giving the agency its first place on the food

giant's coveted roster.

The review, which was called in August, was handled through the AAR and

involved a number of undisclosed agencies.

The incumbent, Third Planet, won the £1.5 million business in

March last year. It was the third time the ice-cream maker had called a

review in less than a year.

Ben & Jerry's will continue to handle its media planning and buying

arrangements in-house. Since the acquisition, it is believed that Ben &

Jerry's UK marketing department wishes to retain a degree of autonomy

from its Unilever parent. Its activity in Britain has traditionally

relied on PR stunts and promotions to supplement a limited advertising


Ben & Jerry's made its first foray into cinema in October last year when

it introduced an animated half-man, half-woman ice- cream addict.

It is expected that Fallon will produce work across a variety of media

for the brand.

Ben & Jerry's was founded by Ben Cohen and Jerry Greenfield in 1980.

It prides itself on its ethical heritage and wholesome image.

Michael Wall, a managing partner at Fallon, said: "It's a fantastic

brand with a great ambition. There' s a good fit, as well as a mutual

desire to break some rules and have some fun."

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