The agency was briefed to develop the existing "home-fangled" strategy, while communicating the fact that Ben & Jerry's ice-cream is made from an abundance of home-made ingredients.
In the first of the three ads, "cherries", the image of a huge cherry is accompanied by the words: "Guess what makes our Cherry Garcia taste of cherries?"
In "cream", the execution uses Ben & Jerry's-style typography combined with blobs of cream. The heading this time reads: "Crammed full of cream. Especially if the cows are having a good day."
The endline, which runs through all the ads, is: "Ben & Jerry's. Homemade Ltd."
The ads were written and art directed by Simon Roseblade, Glenn Gibbins, Juan Cabral, Mike Sutherland and Anthony Nelson.
They are due to break on 5 July and will run on tube panels, as 48-sheet posters and as a press campaign, for a period of four weeks.
Media planning was by Naked, which was recently appointed on a retained basis. Previously, Ben & Jerry's had been without a roster media agency for five years. Buying was by Concord.
Helen Jones, the general manager of Ben & Jerry's, said: "Ben & Jerry's home- fangled strategy pulls together our brand's heritage of home-made ice-cream with wholesome ingredients, a generosity of spirit and, of course, a love of ice-cream."
Ben & Jerry's was founded in 1980 by Ben Cohen and Jerry Greenfield, but only started advertising in 1998.