Ben & Jerry's asks city workers to back 'happy cows' on Twitter

Ben & Jerry's: Cow Power ice cream
Ben & Jerry's: Cow Power ice cream

Ben & Jerry's, the Unilever ice-cream brand, will deliver its new Cow Power ice cream to teams of office workers in London who take to Twitter to demand "all cows should be happy cows".

Ben & Jerry's will drive a milk float around London on World Animal Day tomorrow (4 October) to raise awareness for its 'Supporting Better Dairy' campaign,

It will visit the offices of people who have tweeted their support for "happy cows", between 9am and 4pm. Individual entrants must tweet, "I believe all cows should be happy cows @benandjerrysUK #cowpower", with the company's hashtag.

The teams that send the most tweets will receive the ice cream.

The 'Supporting Better Dairy' campaign is a joint initiative of Ben & Jerry’s and NGOs Compassion in World Farming and the World Society for the Protection of Animals (WSPA).

It aims to create recognised standards for dairy cows across Europe.

The new Cow Power ice-cream, which includes cow shaped chocolate chips, will go on sale exclusively in Sainsbury's stores in early October, for a recommended retail rice of £4.49.

It will be available in Ben & Jerry's Scoop Shops from 2013.

Ben & Jerry's, which has a track record in cause-related campaigns, in March changed the name of its Oh My! Apple Pie ice-cream to Apple-y Ever After, in support of the UK's proposal to legislate in favour of gay marriage.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Mark Zuckerberg lookalike turns to therapy in WeChat ad
Microsoft profits boosted by cloud computing drive
Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps