Ever since the early days of making ice cream in an old renovated gas station, Ben & Jerry’s has been a company with a purpose even bigger than ice cream. With 2015 shaping up to be a historic year for LGBT equality – and marriage equality specifically – the company wanted to get involved in a big way. “Love is love,” they said, “How can we bring that message to our fans and get them to take action?”
We answered that question with a multi-media marriage equality campaign designed to spread the love far and wide.
Producing two short films, we shared the story of everyday LGBT couples and how they fight the hurdles society has created to share their lives with the ones they love. Exploring the difference between tolerance and acceptance, we shared Ben & Jerry's long time commitment to their employees and the LGBT community while positioning the company as an advocate for change.
The height of the campaign hit when Ben & Jerry's honorarily renamed their all time best selling flavor - "Chocolate Chip Cookie Dough" to "I Dough, I Dough." Proceeds from pint sales went to the Human Rights Campaign - a non profit responsible for spearheading the movement for federal legislation on marriage equality. The rename was announced in celebration of the SCOTUS ruling in favor of the right to marry.
The result of the campaign was X number pieces of original content that gathered X number of total impressions and X number total time increase on BenJerry.com. Most importantly, we helped share Ben & Jerry's core values and positioned the company as an example of using business to fight for what you believe in. Because when you go to work, you shouldn't have to leave your values at the door.