Ben & Jerry’s founders go on free ice cream spree
Ben & Jerry’s, the ice cream brand, has marked its expansion into Australia with its founders Ben Cohen and Jerry Greenfield going on a 12 hour ‘scoop-a-thon’ giving away free ice creams to consumers in its first Sydney store.
It also launched a competition asking the Australian public to name its new ice cream flavour. After 3,000 submissions, its malt ice cream with peanut butter cookie dough and a peanut butter swirl flavour was named Peanut Cookie-burra Dough.
Ben & Jerry’s is donating $1 for every scoop of Peanut Cookie-burra Dough it sells to Mission Australia.
The company currently has a store in Manly and its products are stocked in selected stores in Sydney and Melbourne. It also intends to open a standalone store in Melbourne before opening up franchising opportunities.
The home-made ice cream brand was founded by Cohen and Greenfield in the US 30 years ago and is now owned by Unilever.
PR agency One Green Bean oversaw the scoop-a-thon event and the competition.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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one green bean should push for a pistachio flavoured ice-cream
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Puzzled as to why this is being released today as the scoop-athon actually happened two weeks ago? They also failed to mentioned Ben & Jerry have actually flown down for the weekend and were serving scoops at the Manly shop for most of the day.
The queues were massive but really well managed, I thought it was a great way to generate some buzz and get people to try the ice cream so well done to B&J and One Green Bean!
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This one has it all and delivers. Great result, excellent case study on “how too”.
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3000 submissions and Ben & Jerry’s found a sweet name with Peanut Cookie-burra Dough.
48,000 submissions and the best Vegemite could find was iSnack 2.0.
Go figure…
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I have been a big fan of Ben & Jerry’s since living in London from 2001 and Phish Food is one of my all time favourite ice cream flavours. As a resident of Manly I was beside myself when the store opened…. needless to say the Manly store experience has been extremely underwhelming. Lines super long, service poor (staff slow and lazy) and the biggest kick in the guts……. never once has there been Phish Food in stock. One would think a mature global brand such as Ben & Jerry’s would have their act together by now. Unilever’s name is on the business certficate in the window…. find someone decent to manage your flagship store PLEASE!!!!
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