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THEi

BEN & JERRY'SI

CAMPAIGN

Emma Baier, Taylor Crotty, Lewis Manfield, Kristin Nielsen, Minh Phan, Emily Raap, Luke Vang

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Organizational Profile

Founded in 1978 in Burlington, Vermont by Ben Cohen and Jerry Greenfield.
In 2000, sold to British-Dutch conglomerate Unilever
In 2016, created a line of non-dairy, 100% certified vegan ice cream from almond milk.
Ben and Jerry’s prides themselves on being committed to Fair Trade, transparency, and using non-GMO ingredients.

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Annual Revenue and Statistics

In 2017, ranked 3rd highest selling ice cream brand in the United States

Yielded $477.1 million dollars in revenue out of the $5.47 billion dollar ice cream industry

Our parent company, Unilever, reported their 2018 annual revenue as $61.5 billion dollars

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SWOT Analysis

STRENGTHSI

WEAKNESSESI

High-quality premium products�
Devoted to improving our society

Utilize the communications campaigns and social media platforms to bridge cultural barriers and send meaningful socio-cultural messages�

Fun and hippie culture

Unique, stands apart from competitors

Past political and social controversies�
Commitment to taking a political stance in society

It may become an issue for consumers�

The price of our products

Because of use quality ingredients, our products cost slightly higher than some of our competitor brands

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SWOT Analysis

OPPORTUNITIESi

THREATSI

Expand on existing small line of flavors for alternative diets such as gluten-free and dairy-free

40% of digital media consumers use social networks to research new brands and products

Social media is a great tool to display the brand’s personality

Trends point to consumers seeking healthier dessert options

Ben & Jerry’s is known as a guilty pleasure

Competitors such as Halo Top and Arctic Zero have become popular with consumers

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Goals & Objectives

Increase Brand Awareness

Survey Results of 7/10 customers knowing of the brand.

Increase Sales

Non-Dairy Sales increase by 10% by July
Outsell competition by 15% by July

Address Controversy

Over 80% of customers associate us with ethics by December

i'm coming for everyone!

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Background Research

Secondary Research (primarily Quantitative Data)

Use platform tools like Facebook Insights, Twitter Analytics, Youtube Analytics and Google Analytics and site trafficking as well to find the baseline of our current brand awareness digitally
With Industry Reports and Annual Reports, we’re able to find numbers and data that we can use to create and achieve our goals and objectives

Primary Research (primarily Qualitative Data)

Conduct interviews and surveys on how people think and feel about our brand as well as what they associate our brand with socially and ethically

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Target

Demographics:

18-30, Middle-class, and located in the United States

Psychographics:

Niche market of people with alternative diets

Vegan, lactose-free, and gluten-free

VALS

Believers and Innovators

Inclusivity

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BECAUSE EVERYONE

DESERVES ICE CREAM

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PINT REDESIGN PACKAGING

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VIDEO COMMERCIAL

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THE CONE TOUR

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SOCIAL MEDIA SWEEPSTAKES

POST MOCK-UPS:

What Luke is saying: During the time of The Cone Tour (the Ice Cream Truck in America for 10 weeks), we will be hosting a sweepstakes on Instagram and Twitter. We want to encourage people to post a picture of them and their friends eating Ben and Jerry’s ice cream and hash-tagging it #IceCream4All and tagging us at #BenAndJerrys. Winners will be randomly chosen at the end of The Cone Tour, and winners will receive various amounts of gift cards, with one grand prize winner of free Ben and Jerry’s for an entire year. Of course there will be rules and restrictions as well. [If there’s time] We want to host this sweepstakes to encourage people to share their stories and experiences with Ben and Jerry’s ice cream not only with us, but with each other as well. This will be a great way for people to share some awesome stories about our ice cream and will help spread awareness of our brand.

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SOCIAL MEDIA SWEEPSTAKES

POST MOCK-UPS:

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National Ice Cream Day?

FREE CONE DAY!

July 21st

Free vegan and gluten-free ice cream cones
Available all day; only at the ice cream truck

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Meals on Wheels

https://www.mealsonwheelsamerica.org/learn-more/the-issue

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Timeline

Promo video releases May 21st, 2 months before National Ice Cream Day!

Our new logo on the redesigned pints drop May 6th, 2019!

July 21st! Free Ice Cream!

Truck tour kicks off June 1st & Sweepstakes begin!

10% of gluten-free & non-dairy ice cream sales go to Meals on Wheels at the end of the 2019 fiscal year.

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Evaluation

Over 80% of evaluated customers associate Ben & Jerry’s with ethical practices

Deadline: End of December 2019 Fiscal Year

Objective #3

Success of this objective will be determined through primary research by conducting focus groups (those we mentioned in the Background Research) to examine whether our products live up to their expectations and our attempt to bring forth inclusivity in consumer’s eyes.

7/10 customers acknowledge Ben&Jerry’s as ethical

5/10 customers acknowledge Ben & Jerry’s as a semi-luxury brand

4/ 10 customers would recognize and love our brand

Deadline: December 2019

Objective #1

Success of this objective will be determined by collecting and analyzing the data from a nationwide survey via emails, social media platforms, and physical forms at stores

10% increase in our non-dairy product revenue

15% increase in profits over all competing brands