This document provides an overview of an advertising campaign for Ben & Jerry's ice cream. The objectives are to maintain steady yearly consumption, associate ice cream with different moments, link flavors to personalities, and increase brand loyalty and web traffic. The 360 strategy includes TV, print, billboards, social media, in-store activations, a traveling cowmobile, and cinema posters running from March to May. The planning details the timing, placement and estimated impressions for each advertising component with the goal of promoting Ben & Jerry's ice cream for all occasions.

2. Advertising Agency
Daniel Rodriguez
George Giannoulis
Irina Rybinia
Natalia Garcia
Lucrezia Squillante
Cynthia Wainaina

4. Company Overview
Product
Message
Audience
Market Trends
Objectives
CONTENTS!
360 Strategy
Planning

5. COMPANY
OVERVIEW

6. COMPANY OVERVIEW
Born
1978
UK
1994
Unilever
2000
Here at Ben & Jerry’s, we spend our days and nights finding foods from around the
world, mixing, blending, chopping, whipping, and tasting them until we come up with
unique, unmatched food euphoria.
290 300295
UK SCOOP SHOPS

7. THE PRODUCT

8. PRODUCT
More than
40 Flavours
More than 37 years ago, two men had an idea about using their creativity to
create unique and fun ice cream flavours that would not only spark customers’
taste buds, but that would bring them back and keep them guessing and waiting
for the new creation.

9. THE
AUDIENCE!!ME?

10. AUDIENCE
WHAT THEY
HEAR
WHAT THEY
THINK & FEEL
WHAT THEY
SEE
WHAT THEY
SAY & DO
@DoctorChristian
@SoVeryBritish
Individually
sound people
I like to try
new brands

11. MARKET
TRENDS

12. MARKET TRENDS
ICE CREAM SALES GROWTH BY CATEGORY
2010
Frozen Yogurt
Impulse IC Ice Cream
Take Home IC
Retail Artinsan IC
10%
2%
2011
9%
4%
6%
4%
3%
3%
3%
2014
3%
10%
2%
3%
1%
2013
4%
10%
3%
1%
1%
2012
16%
7%
4%
3%
1%
2%
1
32
VANILLA
CHOCOLATE
STRAWBERRY

13. YOUNG
OLD
LUXURYCOMODITY
9%
2%
2%
5%
2%
2%
1%
7%
4%
5%

14. THE M ESSAGE

15. MESSAGE
Ben and Jerry’s is a premium ice-cream brand that is associated with pleasure
and enjoyment in every situation. The flavours cater to all individual tastes and
lifestyles.
“Don’t make the decision based on the
weather, you can enjoy Ben & Jerry’s
whenever.”

16. OBJECTIVES

17. OBJECTIVES
GENERAL OBJECTIVE
To maintain consumption of Ben & Jerry’s at a steady rate all year around and
raise awareness of Ben & Jerry’s, keeping the brand at the top of consumers’
choice set.
SPECIFIC OBJECTIVES
Associate of ice cream
consumption with
‘moments’.
Associate flavours
with personality
and lifestyle traits.
Generate loyalty
towards the brand
12% increase in consumption
4% increase of loyal customers
33% Increase of web traffic

18. 360º
STRATEGY

19. TV
The TV ad will be displayed:
- On 3 different channels
- During 6 different shows.

20. WHAT ISYOUR MOMENT?
#B&JMoment
Benjerryuk@benandjerryUK
WALK
IT OFF
MY BIRTHDAY
IN
LOVE
EASING JUST
STARTING
CUDDLING
EASING BACK TO
WORKDURING NEWYEAR’S EVE UP
GENTLY
INTO
SEMI
RS
NA
THE DAYIN
WITH OR
WITHOUT
FRI
EN
DS...
COUPLES
TO SHARE
FOR A
MIDNIGHT
TREAT
The press ad will be:
- Printed in 30 magazines
- Published in 5 newspapers
PRESS

21. BILLBOARDS
4 locations
Posters replaced after 6 weeks
- Near hyper and supermarkets
- On highways
- In the most populated areas
(working, living).
BILLBOARD

22. Don’t make the decision based on the weather, you can
enjoy Ben & Jerry’s whenever. #B&JMoment
SOCIAL
MEDIA
1. QR Codes in
the tubs
2. Social media
registration and
twitting.
#B&JMoment
3. Promotion
4. Weekly winners
5. Final winners:

23. In-store navigation directing shoppers
through “in-store activation point”
1. With constant flow of social media.
2. Partnership with 30 major hypermarket
stores (Sainsbury’s and Tesco) around
IN-STORE
IPADS

24. FRIDGE
- Point of conection with
consumers.
- Increase sales. (15%)
RELAX AREA:
- Customer attraction
- Customer engagement.
- Interact with the brand.
SAMPLES:
- Reach 11.700 consumers.
- Brand awarness.
- Explanation of the on-line
activity with promoters.
IN-STORE
ACTIVATION
Activation of 30 stores

25. COWMOBILE
3 months across the UK starting in March in
Brighton. London
- It will stop in 12 cities only during weekends.
- 20 different flavours
- 40 varieties of chunky bits

26. PERFECT MOVIE
COMPANION
CINEMA
4 posters per location
770 Cinemas in the UK
For a total of 3080 impresions

27. PLANNING

28. TV
PRESS
BILLBOARDS
SOCIAL MEDIA
IN-STORE IPADS
IN-STORE ACTIVATION
COWMOBILE
POSTERS
Core of the advertising campaign, Introduction of concept
Core of the advertising campaign, Introduction of concept
Will run through the entire campaign, placed near hypermarkets and highways
Will run through the entire campaign, announcing weekly winners
Will run through the entire campaign, displayed only in cinemas
Shopping carts will be placed in all partner stores, entire campaign
Will run every month in 10 different hypermarkets
MARCH APRIL MAY
2’303,500
5’000,040
319,200
20,000
85,500
310,000
85,000
12,320
TOTAL
10,000 Fee 8%
OTHER COSTS 8’578,155
Each weekend promoting in a different city

29. THANK YOU