Ben & Jerry’s ice cream brand’s latest campaign comes with the purpose of communicating the importance of the company’s values in every piece of how its ice cream is made. Ben & Jerry’s is proud to use its business and its ice cream to transform the world into a better place, and the “Pedaços De Quem Somos De Verdade” campaign highlights the company’s nascent values, which seek to promote in all areas the human rights and social dignity among people, in addition to being a brand that is concerned with the protection of the planet’s natural systems.
The films: Half Baked®, Doce De Leite and Chocolate Fudge Brownie – created by Ogilvy Brasil in partnership with Ben & Jerry’s, and carry the brand’s identity and the communication that making the best ice cream, in the best possible way, results in flavors delicious dishes and a performance with an impact on society.
Each film narrates a flavor and an impactful action, and in each script, the appetite appeal of the flavor in question is first presented in its most inviting state, followed by an unknown piece that exists behind the product. The brand’s tone is always fun, cheerful, maximalist, indulgent, and features beautiful ice cream textures, lots of appetite appeal, food porn, vibrant colors and a highly chunky product. The films highlight this in every detail as well as showing that the bits of Ben & Jerry’s matter.
Check out one of the movies:
Danielle Camillo, marketing manager for Ben & Jerry’s in Brazil, says:
“Ben & Jerry’s is built on a three-pillar mission: social, economic and product. In this campaign, we want to show fans of the brand and the general public how our values of socioeconomic and environmental responsibility make our product even more delicious to taste.”
The campaign started in December and will have films aired until January 22nd, the film Half Baked, already in airing, started the communication of the campaign “Pieces of Who We Really Are” and brings fair trade in the message, which seeks to benefit small producers by guaranteeing fair value for what they produce, in addition to a series of practices that benefit the longevity of their businesses. The Doce Deliite film, on the other hand, communicates the packaging of responsible origin and the brand’s view of its responsibility for its impact. portfolio diversity.
Carolina Cevdar, Natalia Catelan and Joanna Schimidt – the creatives responsible for the campaign, highlight:
“Doing a product campaign for Ben & Jerry’s here in Brazil was a huge pleasure for our team. As well as revealing the delicious flavor ingredients inside the jars, we showcase the incredible value behind them. With this, we were able to reveal invisible pieces of the brand as important as the cookies. After all, at Ben&Jerry’s, every bit matters.”
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