Ben and Jerry’s Chunks for a Change tour goes pan-European
Posted by
The team at creative digital agency, Maynard Malone has been tasked with amplifying Ben & Jerry’s latest new product launch through web and social engagement.
The new campaign is localised for 13 markets and aims to raise awareness of Ben & Jerry’s Classics range through the Chunks for a Change sampling tour in some of the 13 markets, while promoting the launch of the new Core product range in other markets.
Maynard Malone has taken a “responsive design” approach to the campaign by building the campaign hub in a way that is optimised for desktop, mobile and Facebook app. Each digital campaign will support the sampling tours by bringing aspects of real world tour activity, such as itinerary details, maps and photography, to fans online as well as encouraging tour attendees to continue their experience online both deepening and strengthening their relationship with Ben & Jerry’s.
The campaign delivers a consistent Ben & Jerry’s brand experience across all the markets and its personality is injected into every aspect of digital hub using the latest front-end development techniques. The hub integrates feeds from Twitter, Instagram and Facebook to become the center of user generated content for the brand during the campaign.
In addition to the digital hub, which is the online brand home for this campaign, the activation includes rich media online display and content that will be pushed through Ben & Jerry’s ever popular social media communities.
Sarah Hogan, Ben & Jerry’s European marketing manager, said: “The focus on this campaign has been huge. It’s our biggest multi-market digital campaign to date. The campaign will be going live in markets that include UK, France, Portugal, Germany and Norway to name just a few. While each campaign is fundamentally the same we’ve added significant layers of customisation for each market to ensure that specific market needs are met.”
Maynard Malone, managing director Ameet Chandarana said: “We’ve been working with Ben & Jerry’s for 14 years now and as communication channels have evolved so have the campaigns. There is always a lot of positive online conversation about Ben & Jerry’s so in this campaign it’s been key to leverage and amplify buzz whilst balancing this with paid online media that reaches those consumers at the edge of the brand.
“We hope that the social media campaign will encourage consumers to engage with the campaign by going online to follow the progress of the tour. User experience was central to the design of the websites and app, we wanted to make it easy for fans to share elements of value from the tour and digital experiences via appropriate social means.”
