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Launching Greek-Style Frozen Yoghurt on Facebook

Client: Unilever Plc
Brand: Ben & Jerry's

A witty and reactive social content series to launch a brand new product range

In 2013, Ben & Jerry’s US had a lot of success with announcing new flavours exclusively across social, with particularly strong results on Facebook. Due to this success, the UK client’s ambition from the get-go of this campaign was to use the brands Facebook page to introduce Greek-Style Frozen Yogurt to the public.

To kick off the creative process, our Creatives and Strategists collaborated in an immersive SPARK session with Facebook and, very importantly to us, our Ben & Jerry’s client team. The session scrutinised the brief, deep-dove into our target audience’s behaviour across social and ended with a series of hands on creative workshops.

The outcome was a suite of social content under a story-arc, Greek Fromance. The concept told the story of Ben & Jerry’s love affair with the new flavour which presented the platform we needed to created witty and light-hearted content that brought joy to fan’s belly and soul.

Making the launch bigger by taking Greek-Style Frozen Yogurt on tour

We collaborated with N2O and Ben & Jerry’s to bring Greek-Style Frozen Yogurt to the streets of London. The tour launched at the British Summertime Festival in Hyde Park in July with 85,000 festival-goers.

The Scoop Bus visited various planned locations across London to hand out free samples with the full activation (owned by N20) featuring a pop-up garden. Clubhouse followed the tour producing reactive social content along the way to boost involvement and generate hype. A handful of lucky fans also had the chance for the Bus to come to them with a simple #tag mechanic taking requests across Twitter.

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