Fallon to focus on core values of Ben & Jerry's

Ben & Jerry's is to shift the focus of its advertising back toward the ingredients of its products with a new poster campaign called "Imprecision is bliss".

Fallon has produced a series of executions, which focus on the imprecise yet generous measures of the key ingredients that each tub of Ben & Jerry's contains.

The US food giant's keeness to make the product the star of the campaign marks a sharp contrast to its last cinema execution - the animation-based "The legendary tongue twister", which was produced two years ago by Third Planet.

The first of several executions features a mock lonely hearts ad, in which people with too few cherries in their ice-cream are invited to meet those with too many. Another features a nutritional information label, which reads "Fudge chunks - as big as your thumb in every tub."

The campaign is the first to be produced by Fallon since it won the Ben & Jerry's brief last November. It is Ben & Jerry's first advertising since a cross-track poster campaign more than a year ago.

The ads will feature on Underground cross-track sites, tube car panels and postcards in cinemas and universities nationwide. In addition, Ben & Jerry's will be using Transvision screens at Victoria, Euston and Waterloo mainline stations for the first time. Media planning and buying is through Concord.

Matt Cooney, the Fallon account director, said: "This campaign is about dramatising what made Ben & Jerry's a great brand in the first place, its homemade beginnings with two guys in Vermont with a passion for ice-cream.

"The type of kitchen-table philosophy we have evoked in all the executions allows the brand's generosity of spirit to shine through in terms of both the product and the company ethos, while enabling us to deliver the strong personality Ben & Jerry's has always had."

The campaign was art directed by Ed Edwards and the copywriter was Dave Masterman.

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