Ben & Jerry’s has launched a new television advertisement as part of a £3.5m marketing campaign for its Cookie Cores line of ice creams.
Launching this month, the advert will introduce consumers to the new range, which combines a crunchy and spoonable cookie core with Fairtrade ice cream. Delivered in Ben & Jerry’s signature style, it shows brand mascot Woody the cow being flooded by a downpour of crumbled chocolate, peanut butter and caramelised cookies. It concludes with the tagline “cookies and so much core,” which Ben & Jerry’s claimed was also a nod to the company’s social values.
It forms part of a wider media campaign for the products that also covers video on demand and cinema advertising, digital, and experiential and in-store activity. The Vermont-based company also plans to reach out to consumers with its own style of sampling campaign for the products, which feature a recommended retail price of £4.99.
They are available in what-a-lotta-chocolate, utter peanut butter clutter, and speculoos? Specu love varieties.
Ben & Jerry’s Ice Cream brand manager Alessandra Salvo said: “We’re excited to reveal the latest advert for our delicious Cookie Core range, and have our very own Woody caught in the downpour of our cookiest family members yet. We are, and always have been, a values-led business. This new creative presents an opportunity to share with fans how we make ‘the best possible ice cream in the nicest possible way’ using Fairtrade ingredients and milk and cream from our caring dairy farms.”
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