To launch Ben & Jerry’s first light ice cream range, Moo-phoria, in Australia, Ben & Jerry’s wanted to position it as the number one choice for a better-for-you ice cream option amongst health-conscious Australians.

With strict guidelines around positioning it as ‘healthy’ and a cluttered category with a number of other ‘better-for-you’ options, we had to be strategic in the type of influencers we engaged with while ensuring they aligned with Ben & Jerry’s brand.

We engaged with a number of key mainstream, health-conscious lifestyle and foodie influencers to spread the message and raise awareness around Ben & Jerry’s new lower-calorie range as a ‘Better For You’ dessert option.

Influencers were tasked to showcase the delicious light ice cream had the same chunks and swirls and taste of the core Ben & Jerry’s range, but at 45% less fat than standard ice cream.

Food

Consumer marketing

Influencer marketing

Social media