“We believe the message of this campaign is urgently needed right now,” Jay Curley, head of global integrated marketing for Ben & Jerry's, told ADWEEK. “We face great challenges as a society that can feel daunting and disillusioning at times, but we're inspired by people who are seeing this as an opportunity to build community and drive collective change.”
Gary Stibel, managing partner at New England Consulting Group, said that while a relatively uncluttered environment may bode well for a brand, executing the initiative thoughtfully is key.
“It will stand out that Ben & Jerry's is stepping up in advocacy at a time when most other brands are sidestepping the crisis,” Stibel said. “It's very smart of them to be true to their brand, to be very consistent, and to encourage people to stand up for what they believe in, whatever that may be.”
Global scope
The campaign also came shortly after parent company Unilever announced it would sell its ice cream business, which includes Wall's and Magnum. The corporate giant has not always had a rocky relationship with Ben & Jerry's, but no reports have suggested the rift is due to the brand's high-profile bipartisan advocacy efforts.
“Make Some Motherchunkin' Change!” will run across online and social platforms in the U.S. and select global markets through 2024. Additionally, murals, billboards and outdoor displays will appear across New York and Los Angeles in the coming months.
DCX acted as the stage setter for the campaign, digging deep into consumer sentiment toward the brand, particularly among younger demographics, which aims to be at the “intersection of progressive values ​​and DIY creative expression,” said Cameron, whose creative ties with the legendary ice cream and its executives go back more than 20 years.
Heavy theme, light touch
Ben & Jerry's is running its own advocacy efforts around voting rights and legal reform, but with “Make Some Motherchunkin' Change!” it's offering them as consumer activism options.
Despite the heavy themes of global warming, food insecurity and women's rights, the effort was intentionally light-hearted and “emphasized the fun and creative aspects of the activity,” Cameron said.