Ben & Jerry's Promo THANK YOU COWS by Indie

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Industry Ice cream & Cold desserts
Media Promo & PR
Market Netherlands
Agency Indie
Art Director Stella Geurtsen
Copywriter Merel Den Broeder, Boyd Corner
Designer Harm-Jan Van Der Mark, Jan Erik Kwak
Released December 2010

Credits & Description

Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser: BEN&JERRY'S
Product/Service: ICE CREAM
Agency: INDIE
Date of First Appearance: Dec 1 2010
Entrant Company: INDIE, Amsterdam, THE NETHERLANDS
Copywriter: Boyd Corner (Indie)
Art Director: Stella Geurtsen (Indie)
Copywriter: Merel den Broeder (Indie)
Designer: Harm Jan van der Mark (Indie)
Designer: Jan Erik Kwak (Mr Mister)
Developer: Nard Haverkort (RDnA)
Project Manager: Renee Kruijf (Project Indruk)
Managing Partner: Mark Aink (Indie)
Account Manager: Mayke van de Rijt (Indie)
Media placement: Website - - 01.12.2010

Describe the objective of the promotion.
Create awareness for Caring Dairy, a sustainable dairy project of Ben & Jerry's.

Describe how the promotion developed from concept to implementation.
We hung speakers in the 5 largest stables of Ben & Jerry's milk suppliers.
We opened 25 telephone lines, providing direct access to the cow of your choice. To keep the waiting time short, messages could not be too long, so after 30 seconds the line went dead. Furthermore to keep the cows from going insane we held consultation hours, during which the cows could be called. The reactions of the cows were filmed and posted on the site. Announcements made by PR did the rest.

Explain why the method of promotion was most relevant to the product or service.
Since its establishment in 1978, Ben and Jerry said: What you give is what you get. Therefore this promo action not only creates awareness by the fans, but also creates many happy faces in the stables.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Thank You Cows was part of a bigger, longer running campaign developed for Ben & Jerry’s: The Givolution.
Thank You Cows raised lots of attention, on- and offline. In total, media value of €850.000 was earned. The total Givolution campaign raised media value of €4.2 million.
65,000 visitors visited the Givolution site, 30,000 thanked the cows.
Ben &J erry’s awareness, sympathy, market share and sales all rose.
Most importantly, scientific research shows that cows, when called by their names, are happier and produce more milk (honestly), so we contributed to more happy customers, farmers and cows!