News - Ben & Jerry's "Core Tour"

Ben & Jerry's "Core Tour"

01.07.2013 | Roadside | JCDecauxLive

Covent Garden was transformed into a Ben & Jerry’s cow barn at the weekend, complete with life-size model cows, picket fences, comfy bean bags and hay bales.

Part of Ben & Jerry’s ‘Core Tour’, Ben & Jerry’s took over Covent Garden on Saturday 15th June, following the success of their experiential event at South Bank on 7 June. Consumers were invited to ‘come hang out’ in the Covent Garden cow barn and were individually equipped with their own shovel spoon to devour thousands of servings of free ice cream. In addition, Ben and Jerry’s continued to serve the fun by celebrating new and upcoming talent and hosting live outdoor music at the event. Click here to view the photo gallery.

The public was invited to follow the action and interact with the ‘Core Tour’ through social media, including Facebook and Twitter, and through an app on their phone. Over the six-week long experiential campaign, Facebookers could additionally ask the tour vans to stop off at their own offices and homes while they completed their journey across the UK.

The new core flavours: Peanut Butter Me Up, Blondie Brownie, Karamel Sutra and Dough-ble Whammy (each of which were soft cores surrounded by two Fairtrade ice creams) were a huge success, causing great excitement throughout the consumer audience. Twitter entries have included: “Loved Peanut Butter Me Up - best ice cream in London (&free!), +cool spades!”

The campaign was launched so consumers could discover and explore Ben and Jerry’s core values.

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