Ben and Jerry’s random acts of kindness ‘moovement’
Ice cream chain Ben and Jerry’s has launched a campaign that rewards people in Sydney and Melbourne with random acts of kindness.
The campaign runs until the weekend and is intended to promote the brand’s “strong social mission.”
The Ben and Jerry’s cow mascot “Woody” is appearing in high traffic areas in Sydney and Melbourne giving away massages, train tickets, shoe shines, hugs and other tactical ideas designed to promote further random acts of kindness and a competition to nominate Australia’s kindest person. The winner receives a year’s supply of ice cream.
The campaign follows the annual Free Cone fundraising day, during which the brand gave away 41,130 scoops of ice cream and set a world record at the Manly store.
Johnny Hammond, Ben & Jerry’s Brand Champion said in a release “Doing positive work in the community and taking the lead on these activities is a proud Ben & Jerry’s tradition, so we’re excited to see Woody the cow hit the streets and surprise people with some fun and unexpected random acts of kindness. We can’t wait to see how many like-minded folk get into the spirit of the movement and feel inspired to pass the kindness on.”
All activity centres around the brand’s Facebook page as well as a competition microsite.
Video production is by the content agency responsible for the Bondi Hipsters Olympic bid, Infinity Squared.
Credits:
Concept and activation – Mindshare ESP
PR – One Green Bean
Community management – Soap
Video production – Infinity Squared
Geez, for a second there I thought it read “strong social emission”…
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