reative scoop

Executive Summary
Creative Scoop consists of integrated marketing professionals who strive to achieve the goals of all the organizations we work with. We aim to identify areas where our client can improve and work to make them better. Creative Scoop is thirlled to be working with Ben & Jerry's, a top notch ice cream company. Ben & Jerry's have established themselves as the creator of high quality of ice creams. They strive to promote social and enviromental causes while giving their customers the most natural ice cream the market can provide. Creative Scoop worked to develop a thorough integrated marketing campaign to fulfill the three objectives that Ben & Jerry's have presented. Our team has done extensive research, formulated strategies and tactics and created executions to get Ben & Jerry's in the position it strives to be in. Creative Scoop choose to kick off the campaign in mid July, the peak of the summer season, when ice cream is a highly sought after product. The campaign with end in October, fair trade month. Fair trade is important to Ben & Jerry's. We feel that that a campaign leading up to fair trade month will yeild optimum results in making their social and enviromental causes most known. Our goal is to make the target aware that Ben & Jerry's excels in all areas of their business, from their work in local communites and the world as a whole to their top of the line product ingredients and sustainable practices. When they purchase Ben & Jerry's, they are getting ice cream with nearly all organic indregients and supporting a comapny thats works to make the world a better place. Consumers will love the ice cream, the company and everything it supports. We would like to thank Ben & Jerry's for the opprtunity to design such an extensive campaign. The "Love" campaign Creative Scoop has worked effortlessly to create a campaign with over $4 million leftover in funds. We hope that Creative Scoop is selected to leave a lasting image of Ben & Jerry's.

Situation Analysis
Company
Ben & Jerry's is an American ice cream company founded in 1978 by Ben Cohen and Jerry Greenfield and headquartered in South Burlington, Vermont. They are manufacturers of ice cream, frozen yogurt, sorbet and novelty products. Ben & Jerry's are dedicated to a sustainable social, product and economic missions. They recognize the role they maintain in society by innitiating innovative ways to improve the quality of life locally, nationally and internationally. They make and distribute the finest natural quality ice cream while using business practices that respect the enviroment. They exist to operate the comapny on a sustainable basis for financial growth, to increase value for stakeholders and to expand opportunities for their employees. In 2000, Ben & Jerry's was bought by Unilever. Since then, Ben & Jerry's has maintained its original practices. Advertising, positioning, hard selling or even branding its products is not something Ben & Jerry's had traditionally put a lot of time or money into. To establish strategy and messaging, Ben & Jerry's focus a lot on event marketing regarding to social, enviromental or political issues. Through loyalty programs, they create a hardcaore group of heavy users. In recent years, Ben & Jerry's has fallen behind Haagen-Dazs as the leading high quality ice cream. Also, the extent to which Ben & Jerry's strives to help the Earth and the connection between Ben & Jerry's and Unilever is still relatively unknown among the target audience.

Competition
Haagen-Dazs and Graeters are Ben & Jerry's biggest competitors. In 2008, Ben & Jerry's market share was in second place, taking up 36%. Haagen-Dazs, who had a market share of 44%, was the top ice cream company. Haagen-Dazs recently moved ahead of Ben & Jerry's in awareness of brand advocacy. They also greatly outspend Ben & Jerry's in terms of marketing. On average, Haagen-Dazs spends 25-50% more than Ben & Jerry's. Ben & Jerry's uses all natural, high quality ingredients when compared to the majority of other ice cream brands. Innovative flavors and names of their ice cream is way Ben & Jerry's gains compettive advantage in the market through product differentiation.

Situation Analysis
Product
Ben & Jerry's take a high interest in where their products come from. Milk and cream used in the ice cream only comes from cows that haven't been injected with rBGH, a genetically engineered growth hormone used to increase milk production. All cows used to provide milk and cream only come from family owned farms in Vermont. Eggs are only used if it comes form chickens on certified cage-free farms. Brownies used in certain flavors come from the Greyston Bakery whose mission is to provide employemnt and support to former homeless, low income people and their families to get them on the road to self-sufficiency. Ben & Jerry's does not use products from cloned animals. Most of their products are completely organic. Their packaging is also enviromentally friendly. Most of the containers their ice cream is sold in is biodegradable and made from sustainbale forest reserves. It consists of all natural Forest Stewardship Certified (FSC) paperboard. Fair trade is very important to the company. By the end of 2013, all of Ben & Jerry's products will be made with fair-trade certified ingredients. Going along with their mission and values, they feel that no one should be exploited.

Market
In the ice cream market, the overall industry looks promising. The National Ice Cream Retailers Association stated that some member's sales have gone up as much as over 25% in the last year. Unilever's sales went up 7.4% in the first quarter. The take home ice cream sector seems to be the most prominent. In 2008, take home ice cream took up over 67% of the market share, generating $6.6 billion.

Consumers
Ben & Jerry's most avid consumers like the fact that they are both enviromentally and socially friendly. Much of Ben & Jerry's success comes from the fact that their consumers feel like they are giving back to the world because they are purchasing products from a company that attempts to give back to the world. They also like the idea that the ingredients in Ben & Jerry's are better for them than the majority of other ice cream brands. Their more demanding consumers are willing to pay more for Ben & Jerry's because they feel like they are purchasing a top notch ice cream.

Team
Creative Scoop

Objectives
Primary Objectives: To establish top-of-mind awareness in 15% of its worldwide markets for both its products and for its social and enviromental legacy by October 31, 2011. To increase brand-insistence of Ben & Jerry's by 30% among consumers fo premium quality ice cream by October 31, 2011. To increase awareness by 25% among consumers of the connection between Ben & Jerry's and Unilever by October 31, 2011.

Ashley Biven Account Executive Chris Duncan Media Planner Libby Whitaker Public Relations Abby Leonard Creative Aimee Zborowski Direct Response & Interactive Becky Johnson Sales Promotion

PR Objectives
To Raise awareness of Ben & Jerrys and their social, economic, and environmental efforts among target audience by 50% by November 2011. To Raise brand insistency of Ben & Jerrys among target audience by 30% by November 2011. To Increase awareness of the connection between Ben & Jerrys and Unilever by 25% among consumers by November 2011. To increase Ben & Jerrys scoop shop employee brand involvement and advocacy by 45% by November 2011.

PR Tactics
An internal newsletter will promote brand advocacy among the employees, such as employees at a scoop shop. The advocacy will translate as a fun, nurturing company to patrons.

An external newsletter will raise awareness and brand investment for customers who sign up for an e-newsletter through the Love Letters microsite. Recipients will receive relevant news about upcoming events, new flavors, or competitions they can enter.

PR Tactics
A CEO Blog will raise brand advocacy and create an overall feeling of caring for the targer market. A direct message from the CEO means that Mr. Solheim isn't just another talking head, but a man who cares deeply about his company and those who invest in it with him.

PR Tactics
A press release to local news outlets and major media stations around the country will inform the media about the flash dance mob before it happens so they can prepare.
A Video news release will inform the targer market about Ben & Jerry's environmental and ecological efforts, such as their partnership with the cooperative creamery in Vermont.

Drc R s o s / i t epne e I t r c ie nea t v

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s iswi n w B na dJ rysu e s hp t e h e n e r s r.

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Sales Promotion
Objective 1:
To encourage trial use by 35% of the target consumers between July 11th and November 11th.

Strategy: Use of samples and discounts will promote trial use because the consumer has nothing to lose by participating. Tactics: Coupons will save the consumer money on Ben and Jerry's and give them a reason to buy either immediately
or for their next premium ice cream purchase.

To increase purchase amongst current users by 25% during and after the campaign.

Strategy: Promote buying by rewarding loyal customers that buy more Ben and Jerry's products. Tactics: Implement the frequent buyer program to rewards consumers who purchase Ben and Jerry's on a regular basis.
Couponing will also increase quantities purchased.

To increase awareness in 15% of consumers about Ben and Jerry's connections to social and environmental causes.

Strategy: Position Ben and Jerry's as a socially responsible company that promotes good causes. Tactics: Product placement on the Ellen DeGeneres show will promote Ben and Jerry's connection and commitment to

fair trade. The talk show mention will promote Ben and Jerry's humanitarian efforts as well as endorse the product.

Chec

kout Coup o

Emailed Coupon

Mobile Coupons

The product placement will be a Ben & Jerry's sponsored cow themed game week.

Sales Promotion
Mobile Coupon: July through October Grocery Counter Coupon: July through October Love Letter Coupon: July through October Rewards Card: Introduced in July and will continue after the campaign Product Placement on Ellen: Starts at the end of September and continues into October for Fair Trade Month Sponsorhip of Campus Consciousness Tour and ticket sweepstakes: July through the end of the tour In-store Sampling: July and August
July
2

August

September October

Smart

Creative
Objectives Strategies
Strategy 1: Talk about how Ben and Jerry's is taking part to educate and encourage others to become involved with something they are passionate about. Strategy 2: Talk about how mothers are socially conscious and would be willing to pay more for premium ice cream if the brand supported an underlying cause. Strategy 3: Talk about the support Ben and Jerry's and Unilever have for each other by portraying sustainable products and their importance, such as tea.

Tactics
Tactic 1: With a playful tone, simplify fair trade so that mothers understand and are motivated to involve their children in participating in love letter writing and social causes. 30 second TV spot. Tactic 2: Use a love letter to make a connection between Ben and Jerry's and the importance of free range chickens being thankful for Ben and Jerry's. Full color, bleed. Tactic 3: Promote a new Ben and Jerry's flavor, Uni-tea, that supports and unites both Unilever's and Ben and Jerry's common goals of sustainability. Incorporate Unilever into Ben and Jerry's campaign logo to visually display.

Objective 1: Increase awareness by 15% of target market of the social actions Ben and Jerry's is taking in areas such as fair trade, animal rights, and environmentally friendly habits. Objective 2: Create an emotional connection between the target market and Ben and Jerry's in order to increase brand insistence of Ben and Jerry's premium ice cream products by 30% Objective 3: Facilitate a better visual and verbal understanding of the association beween Ben and Jerry's and Unilever that may by uncommonly known by the target market.

Creative
Hannah's Love Letter. 30 second TV spot

Print Ad
The print ad demonsrates another proud aspect of the Ben& Jerry's brand. The chicken is writing a love letter to Ben& Jerry's for letting him roam around the fields all day.This print ad helps the campaign become full circle so thatBen & Jerry's, the target market, and the cause can allwrite love letters to each other to raise awareness of thebrand itself.

Hannah: "Dear Ben and Jerry's, Thank you for using fair trade flavors in my ice cream. Mommy, what's fair trade again?" (Hannah looks at her mom)

Mother: "Fair trade is when we get good ingredients in our Ben and Jerry's ice cream...

...like vanilla, chocolate, and fruit from far away. The ingredients are grown special and fair trade helps the earth to be a better place."

Love,

BEN AND JERRY'S SUPPORTS THE CHICKENS

Dea

rry's, & Je r Ben ing y r us u fo rs in m e k yo vo Than de fla really lik tra m. I ice fair and crea ice t lots of mmy yu to ea m. It's rth too. ea ea e cr s th help , Love h na Han

A br

and

by U

r nileve

Dear ben & jerry's, I am a free range chicken. Thanks to you, I get to roam around all day long instead of being cooped up in a cage. Love, The free range chicken

Love

www.lovebenandjerrys.com
Narrator: "Ben and Jerry's loves fair trade. If you love fair trade too, or would like to write your own love letter, visit www.lovebenandjerrys.com."

(Pause) "Finish your letter, sweetie."

Hannah: "I really like to eat lots of ice cream. It's yummy and helps the earth too. Love, Hannah."

The tv spot demonstrates that complicated topics can be explained easily. A mother isteaching her daughter about how to be fair and help people in other countries whichis important to do in society. It also explains that Ben & Jerry's is helping this causetoo. The target market will form a connection with this piece and be motivated topromote the same.

A brand

by Unilever

Dear Free Range Chicken, You're Welcome. Ben and Jerry's ice cream supports the free range chicken. We believe that each chicken should be able to play in the sun all day long. The humane treatment of animals is important to us. We love the free range chickens. Love, Ben and Jerry's

Love,

If you would like to write your own love letter, visit www.lovebenandjerrys.com
A br

and

by Un

r ileve

Copyright 2010 Creative Scoop Media

Creative
flavors in my ice cream! n and Jerry s, Thank you for using fair trade Hannah: Dear Be ? (Slight pause) Mommy, what s fair trade again ice cream like vanilla, chocolate ir trade is when we get good ingredients in our Mom: Fa helps the earth ingredients are grown special and fair trade and fruit from far away. The , sweetie. to be a better place. (Pause) Finish your letter the earth too. Love, to eat lots of ice cream. It 's yummy and helps Hannah: I really like Hannah. r trade too, or would like to Ben and Jerry s loves fair trade. If you love fai Narrator: ndjerrys.com write your own love letter, visit www.lovebena

Radio Spot

New Flavor Label

A new ice cream flavor will bridge a disconnect between Unilever and Ben and Jerry's. It is a combination between Unilever, the fair trade tea that Unilever supports, and the unity of the two in a delicous new brand of Ben and Jerry's ice cream.

UNI-TEA
By Unilever

Creative
Outdoor
Dear Ben & Jerry's, Thanks. Love, Mother of three
www.lovebenandjerrys.com
Love,
A br and by U r nileve

The outdoor advertisement will spark interest in our target market and drive them to visit the campaign website where they may write their own love letter to Ben and Jerry's. It will be a 30 sheet display and placed in the top 15 American cities across the U.S.

Transit
The transit advertisment will portray a young boy writing Ben and Jerry's a love letter thanking you for being nice to the animals. It will imply that the animals are treated nicely when their ingredients are purchased to make ice cream. The target market will find this to be one of the causes that Ben and Jerry's holds important.

Dear Ben and Jerry's, Thank you for being nice to the cows and chickens. Love, Justin
Love,

www.lovebenandjerrys.com
A br and by U

nilev

er

Media Objectives & Strategies

Objectives
To establish top-of-mind awareness for Ben & Jerrys brand and its social, economic and product missions by reaching the target audience of mothers 35 years and younger within the four month period during the summer and fall months of 2011. To reach at least 75 percent of the target audience with a minimum average frequency of four exposures (300 GRPs each month). The campaign will take place for four months, launching on July 1 and ending on Oct. 31 (Free Trade Month).

Strategies
Use cable and broadcast network TV advertising to reach mothers 35 years and younger with an average annual household income of $60,000 or more, with a continuous strategy throughout the entire campaign Use magazine advertising to reach our target using a continuous advertising strategy. Use local radio advertising to reach our target continuously throughout the campaign. Use Internet advertising continuously to reach mothers 35 years and younger with an average annual household income of $60,000 or more. Use outdoor advertising continuously throughout the entire campaign. Use interactive media continuously throughout the entire campaign with a burst in August. Use sales promotions continuously throughout the entire campaign with bursts in September and October. Use public relations continuously throughout the entire campaign with bursts in July and October.

Media Tactics
Throughout the entire campaign we use a continuous strategy for all major media vehicles. Television Advertising
In order to establish top-of mind awareness for Ben and Jerrys we must have a presence in television advertising because of its large viewership. The TV shows were chosen because of their mass viewership, their appeal to our target or the shows fall in line with your fun or charitable personality.

Mobile Device Advertising

Mobile advertising is a new and inexpensive means of advertising. We decided to purchase banner ads from the Google Android and Apple mobile marketplace.

Magazines Advertising
Market research showed that Ben & Jerrys customers prefer magazine advertising from most other advertising. The specific magazines were chosen because of their appeal to women. Half of the magazines are fashion magazines and they are scheduled with Fall Fashion Week in mind.

Outdoor Advertising
We chose to advertise with billboards in 15 of the most populated cities in the U.S. We also chose to purchase transit advertising in the three most populated cites. In each city we will have bus advertising, bus shelter advertising and two train wraps.

Online Advertising
Market research proved that Internet advertising is the best way to reach Ben & Jerrys customers so we chose to advertise with banners on the top 50 websites that Ben & Jerrys customers view. We also purchased seven Google Keywords, 12 Twitter Trending Topic words and video advertisements on Youtube throughout the campaign.

Radio Advertising
To reach our target at a more intimate level we chose to advertise on two local radio stations in five of the most populated cities in the U.S. Market research showed that Ben & Jerrys customers listen to the radio during the morning and on their way home from work so we placed an ad in each of those times in each station

Media Timeline
Media Class Broadcast Network TV Media Vehicle NBC "America's Got Talent" ABC "The Bachelorette" ABC "Dancing With the Stars" ABC "Extreme Makeover: Home Edition" Lifetime "Army Wives" TLC "What Not to Wear" TNT "The Closer" E! "Chelsea Lately" 4-C Full Page :30 Local Spot Banner/Skyscraper Google Keywords Twitter Trending Topic Youtube Video Ads Smart Phone App Ads Billboard Transit Website ChunkMail Newsletter Smart Phone App Facebook Twitter Reward Card Program Campus Consciousness Tour Sweepstakes Grocery Sample Stations POP, Smart Phone & Online Coupons Publicity Stunt Event Press Releases Video News Releases July 5 5 August 3 3 September 3 3 3 9 9 9 7 21 50 7 3 6 6 3 6 7 23 50 7 3 6 3 6 8 22 50 7 3 5 5 6 5 9 9 21 50 7 3 October Cable Network TV Magazines Radio Online Mobile Out-of-Home Direct Response 33 33 33 33

Sales Promotion

Public Relations

Media Budget
Media Breakdown
0.4% 6.8% 12.1% Billboard TV Radio

The majority of our budget was spent on Internet advertising because the market research said that Internet advertising is the preferred medium for your customers. There is a strong television presence without overpowering the entire budget. You do not focus on TV ads and your customers are not used to TV ads so we wanted to ease into a major TV campaign. We feel this is a nice way to slowly move your customers into accepting television ads from you. We were able to save a total of 4,083,886.81 from our allotted $60 Million budget and still meet the goal of 300 GRPs a month.

30.8%

22.0%

Transit Magazine Mobile Internet Production Savings

0.2%

8.0% 6.0%

13.7%

reative scoop

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