Ben & Jerry’s has launched a £3.5m marketing campaign to promote its latest flavours: Ben & Jerry’s Cookie Cores.
The Cookie Cores range comprises three flavours; What-a-Lotta-Chocolate, Utter Peanut Butter Clutter and Speculoos? Specu Love, each made with crumbled chocolate, peanut butter or caramalised cookies in a crunchy core, surrounded by ice cream and extra cookie pieces.
The campaign includes TV, video-on-demand, cinema, digital, experiential and in-store activity, as well as sampling.
The TV ad features Ben & Jerry’s mascot, Woody the cow, who gets caught in a downpour of crumbled chocolate, peanut butter and caramalised cookies. It closes with the strapline ‘Cookies and so much core’.
Alessandra Salvo, Brand Manager for Ben & Jerry’s Ice Cream, said: “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.”
Ben and Jerry’s Cookie Cores have an rrp of £4.99 and are available in outers of eight.
