Food Industry
Industry: Email Alert RSS FeedBen & Jerry.
Ice Cream Reporter, June, 1999
The May 17 Brandweek reports that Ben & Jerry's was planning to test a full scale television advertising campaign beginning on Memorial Day in Phoenix, AR and Sacramento, CA. The campaign will use two 30-second spots that are described as continuing the themes first introduced in a radio campaign two years ago.
That campaign, which was expanded to 15 markets last year and will be expanded to another eight this year, features phone conversations with loyal Ben & Jerry's consumers who express their passion for the product. The TV version is described by Brandweek as reminiscent of the campaign for Snapple, with the company responding to fan mail and real consumers appearing in the ads. In one of the two ads, the company serves its ice cream to the school attended...
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