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.