B&J appoints Third Planet

Ben & Jerry’s, the ethical ice cream maker, has appointed Third Planet to handle an ad campaign worth pounds 1.4m.

Ben & Jerry’s, the ethical ice cream maker, has appointed Third

Planet to handle an ad campaign worth pounds 1.4m.

The appointment follows an account review announced in February. The

work was previously handled by The Blueberry Group (Marketing, February


Ben & Jerry’s marketing manager, Ian Hills, said: ’Third Planet created

an attention-grabbing, adult-oriented campaign that underpins Ben &

Jerry’s position as the antidote to seriousness in the luxury ice cream


Despite the brand’s sales growth of 152% in 1999, Third Planet is the

third agency in less than a year to handle the account. Blueberry was

appointed last April to launch the brand nationwide. Prior to that, the

work was handled by the now defunct Renegade.

A new campaign, which will break this summer, continues the ’Legendairy’

theme, which satirises famous movies such as Jaws. It will feature

posters, an animated cinema ad and a range of publicity stunts. Last

year, Ben & Jerry’s sponsored street performers to act out three-minute

versions of Psycho in London.

Questions remain about the brand’s future independence following reports

last month that Unilever could be considering a bid for the company.


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