“We see an urgent need for the message of this campaign now,” Jay Curley, global head of integrated marketing at Ben & Jerry’s, told ADWEEK. “As a society, we’re facing big challenges and, while that can feel daunting or cause people to feel disillusioned, we’re inspired by people who see it as an opportunity to create community and drive for collective change.”
The relatively uncluttered environment may bode well for the brand, per Gary Stibel, managing partner of New England Consulting Group, although thoughtful execution of the initiative is key.
“When most other brands are ducking the bullet, it will stand out for Ben & Jerry’s to reinforce its advocacy position,” Stibel said. “It’s on-brand, it’s very consistent and, for them to encourage people to stand up for what they believe in, whatever that is, is terribly smart.”
Global scope
The campaign also drops shortly after parent company Unilever announced that it would sell off its ice cream business, including Wall’s and Magnum. Although the relationship between the corporate behemoth and Ben & Jerry’s has not always been smooth, no reports have blamed the split on the brand’s high-profile nonpartisan advocacy work.
“Make Some Motherchunkin’ Change!” will run via online and social platforms through 2024 in the U.S. and in select global markets. Additionally, murals, billboards and wild postings will appear in New York and Los Angeles for the next several months.
DCX dug deep into consumer sentiment about the brand, particularly with young demographics, as a scene-setter for the campaign, which aims to sit at the “intersection of progressive values and DIY (do it yourself) creative expression,” said Cameron, whose creative link to the legendary ice cream and its C-suite goes back more than 20 years.
Heavy subjects, light touch
Ben & Jerry’s is running concurrent advocacy initiatives around voting rights and legal reform, but “Make Some Motherchunkin’ Change!” offers those as options for consumer activity.
Although global warming, food insecurity and women’s rights are weighty topics, the effort has an intentionally light touch, “accentuating the fun and creative sides of activism,” Cameron said.
