An Advertising Campaign for Ben Jerry Ice Cream

An Advertising Campaign for Ben & Jerry Ice Cream Prepared by: Alice Ngoi Jeegyeong Choi Advertisng Procedures, MCJ 142 Spring 2016

Theme line Ice cream gives you cream, Ben & Jerry’s fulfills your dream.

Survey Analysis • 306 people who like to eat ice cream. • 45% people usually eat ice-cream at evening for snacks. • And around 25% people enjoy having ice-cream with their family at home. Also, around 37% people said that they will go out and eat ice-cream. • Ben & Jerry’s become the most favorite even majority people think that this brand is expensive • People like ice-cream and they enjoy ice-cream with families. Having said that our target market is mainly focus on “kid”. Parents will be most likely to buy ice-cream for their children. • Ben& Jerry’s cow packaging is also one aspect that attracts our target market.

Situation Analysis Annual sales revenue for Ben and Jerry’s Ice Cream $132 million Number of Ben and Jerry’s employees 446 Number of Ben and Jerry’s eating locations 5, 812 Number of flavor’s the original Ben and Jerry’s 12 store offered Amount spent by Ben Cohen and Jerry $10 Greenfield to learn how to make ice cream Weight of the worlds largest sundae created by 27, 102 Ben and Jerry’s pounds Total amount of investment money used to $12, 000 start Ben and Jerry’s franchise Percent of voting stock owned by Ben and Jerry 42% Amount of capital used from Ben and Jerry’s $8, 000 own savings to start Ben and Jerry’s Ice Cream Total amount of investment capital borrowed • They are selling ice-creams with 7 types. 1. ice-cream pints 2. pint slices 3. non-dairy pints 4. scoop shop flavors 5. frozen yogurt pints 6. mini cups 7. quarts

RADIO CAMPAIGN CHARACTERS: ANNOUNCER: MANY KIDS EACH KIDS ARE TALKING EACH SENTENCE VOICE: WE CAN BUY BEN& JERRY AT SUPERMARKET !! WE CAN BUY FROZEN YOGHURT !! WE CAN BUY SORBET !! WE CAN BUY PREMIUM ICE-CREAM AT STORE !! WE CAN BUY GIFT TOO !! MUSIC: BRIGHT AND QUIET BACKGROUND MUSIC

TV CAMPAIGN 1. VIDEO WIDE SHOT OF A KID GETTING LOST IN AMUSEMENT PARK AND CRYING FOR PARENTS. 2. THE KID KEEP RUNNING AND CRYING WHILE LOOKING FOR PARENTS AND SAW BEN&JERRY TRUCK ARRIVED JUST IN TIME. 3. COW FROM THE BENS&JERRY ICE CREAM TRUCK COMES ALIVE AND TALKING TO THE LITTLE BOY. 4. COW HANDLING THE CHUNKEY MONKEY ICE CREAM TO THE LITTLE BOY. THE SCENT OF BEN&JERRY ICE CREAM BROUGHT HIS PARENTS HERE WHERE THEY FOUND THE LITTLE BOY. 5. HAPPY FACE OF THE LITTLE BOY AND THREE OF THEM HUGGED TOGETHER. 1. AUDIO MUM DADDY WHERE ARE YOU? WHY DID YOU LEFT ME ALONE? CRYING AND PANTING. 2. LITTLE BOY WAS RUNNING HASTILY AND SLOWING DOWN AT WHERE THE SOUNDS OF A CAR ENGINE COMING FROM. 3. (CHEERFUL MUSIC PLAYED) 4. Cow: Stop crying lad. Would you like to try Chunkey Monkey? Smirking” 5. (HAPPY MUSIC PLAYED) FAMILY HUGGED TOGETHER.

Print Copywriting • HEADLINE: Ice cream gives you cream, Ben & Jerry’s fulfills your dreams. • SUBHEAD: Ben & Jerry’s is a place where friends hang out and good vibes flowed over euphoric flavors chock full of chunks & swirls. • ILLUSTRATION: The sketch shows a little young boy went to an amusement park. The amusement park offers him a ride on a hot balloon with Ben & Jerry’s logo. This illustration tells that Ben & Jerry’s gives people a state of happiness, especially b kids to the taste of heaven. • LOGO/SIGNATURE: Hot Balloon with Ben & Jerry’s logo.

Online billboard

SOCIAL MEDIA -Ben& Jerry trucks will be located at amusement park such as Sacramento, Fresno, Bakersfield, and Seattle on May 6 – 19. - Free ice cream cone will be given to each person by following Ben& Jerry Instagram or like our Facebook page - Post the photo with Ben&Jerry ice cream on Instagram and hashtag “I love B&J”.

Sales promotion E – COUPONS • They can redeem our Ben & Jerry's coupons at any local stores. • To get printable coupons, simply click on the link "Click Here to Print" and it'll take you to the coupon page discount will be automatically applied at checkout. “Buy one free one” Voucher • Buying one large size of ice cream and get medium size of ice cream which allow you to choose any flavors. Customize your Ben&Jerry’s -choose the natural ingredients and toppings -customize their designated packages by selecting pictures using the printing machine which only valid during special promotion.

Sales promotion • Joint promotion between our company’s brand owned by a company relating to a movie release called “guardian of the galaxy 2”. • Offer limited “Groots” toys once they purchase our promoted products.

Thank you!