Ben & Jerrys is coming to Australia
Ice cream fanatics will be slurping in delight this spring when Ben & Jerry’s launches in Australia.
The arrival of Ben & Jerry’s, renowned for their chunk-filled ice cream, has been hotly anticipated among Australians, but with the many challenges of producing and distributing premium ice cream, it hasn’t been possible to fulfill consumer cravings until recently.
Ben & Jerry’s now operates in more than 30 countries. Traditionally, Ben & Jerry’s has a grass-roots approach to communication with a heavy focus on PR. In keeping with this, the brand will launch in Australia without an above-the-line (ATL) spend. The focus will be on engaging 18- to 34-year-old students and young professionals by using traditional PR and social media, and undertaking an extensive consumer sampling campaign in Sydney and Melbourne. Signature flavours like Phish Food, Cookie Dough and Chunky Monkey will slowly be seeded through a flagship Scoop Shop in Sydney and then rolled out in cinema Scoop Shops from October. Fans will be able to delve into pint-size tubs of Ben & Jerry’s ice cream and Mini Cups in delicatessens in both cities from mid October.
Back in 1978, close friends and founders, Ben Cohen and Jerry
Greenfield, armed with a $5 correspondence course in ice cream making,
opened their first Scoop Shop in a gas station in Burlington, Vermont.
Ben & Jerry’s, who broke the mould for businesses, showing you could make a profit while giving back to the community, is celebrating its arrival in Australia with a free ‘Scoop-a-thon’, the original community give-back. A Scoop-a-thon will take place at the Manly Scoop Shop in September, certain to be popular with Sydneysiders.
Caroline Simpson, Ben & Jerry’s brand manager said:
“Good things come to those who wait so, after hours of top secret meetings, brainstorming and head scratching, weve finally worked out a way to spread the peace, love and ice cream ‘Down Udder’. Central to the campaign is driving engagement with the brand and ensuring consumers taste our unique chunks and swirls. The innovative flavours and the fun and entertainment associated with Ben & Jerry’s are a winning mix across the globe and we hope it will be in Australia too!
In keeping with the belief that business has a responsibility to the community in which it operates, Ben & Jerry’s will be working with Mission Australia to provide employment opportunities for disadvantaged youth within the flagship Scoop Shop in Manly, Sydney.