Ben & Jerry’s to raise its UK profile

Ben & Jerry’s, the “politically correct” American ice cream company, is talking to advertising agencies about strategies for the brand.

Ben & Jerry’s, the “politically correct” American ice cream company, is talking to advertising agencies about strategies for the brand.

The company, which practises what it describes as “caring capitalism”, built its business in the US without advertising, but sources suggest it is considering boosting sales of the brand in the UK with an above-the-line budget.

The company has previously relied on public relations to increase its profile.

One source says: “In the US, it has never needed to advertise because its founders, Ben and Jerry, are such well-known personalities.

“But that is not the case in the UK. It is looking at what it can do with the brand here and that may or may not include an advertising campaign.”

With flavours that include Rainforest Crunch and Chocolate Chip Cookie Dough, Ben & Jerry’s is a premium brand rivalling Haägen Dazs.

It claims to be the world’s first politically and socially aware manufacturer of ice cream and gives seven and a half per cent of its profits to charity through the Ben & Jerry Foundation.

Nobody from the company was available to comment.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here