Ben & Jerry's

Scoop Up Summer · National Campaign · Australia

A summer brand campaign designed to own the season across digital, social, and physical touchpoints, combining creator led TikTok content, a national UGC challenge, and in store sampling to drive awareness, trial, and loyalty.

TikTok Creator Campaign UGC Challenge In Store Sampling QR Activation

Ben & Jerry's — Scoop Up Summer Campaign

3M+ TikTok views generated within 3 weeks

15k+ User generated posts via the Lick of Summer challenge

35% Increase in scoop shop foot traffic over 6 weeks

400% Increase in website traffic from QR sampling redemption

The Brief

Owning the Australian summer with full funnel activation

Ben & Jerry's launched a summer focused brand campaign designed to own the season across digital, social, and physical touchpoints. The activity combined creator led TikTok content, a national user generated content challenge, and in store sampling supported by QR driven experiences.

The campaign needed to reach younger, increasingly ad averse audiences through authentic, entertainment led engagement — while simultaneously translating digital buzz into physical store visits and product trial.

The dual challenge was scale and authenticity. Maintaining Ben & Jerry's brand values — ethical, playful, community driven — while driving mass participation across a highly competitive summer FMCG landscape.

The Objective

Connect digital engagement with real world trial

The campaign needed to do more than generate views — it needed to close the loop between social engagement and in store purchase, creating a full funnel activation from awareness through to loyalty.

✓Expand Ben & Jerry's Australian footprint by owning the summer period

✓Drive brand awareness, product trial, and customer loyalty across ice cream pints and scoop stores

✓Reinforce Ben & Jerry's positioning as a fun, ethical, and indulgent brand

✓Connect digital engagement with real world store traffic and sampling

✓Encourage participation and sharing through creator led and community driven content

The Approach

Creator led culture meets in store conversion

Creator Led TikTok Campaign

Launched a creator led TikTok campaign to spark awareness and cultural relevance at scale — using authentic creator voices to reach younger audiences in a format they trust and engage with.

Lick of Summer UGC Challenge

Introduced the Lick of Summer challenge, encouraging users to create and share their own Ben & Jerry's summer moments — leveraging UGC as a key amplifier to drive organic reach and social proof at scale.

In Store Sampling Activation

Activated in store sampling supported by QR codes — linking physical trial experiences directly to digital engagement and creating a seamless bridge between real world touchpoints and online conversion.

QR Driven Digital Experiences

Used QR redemption to drive traffic to Ben & Jerry's website, unlocking promotions, flavour exploration, and brand storytelling — turning a sampling moment into a sustained digital relationship.

The Results

3 million views, 15,000 posts and a 400% website surge

The campaign delivered exceptional results across every metric — from TikTok reach and UGC participation through to in store foot traffic and website conversion, demonstrating the power of connecting digital and physical activation.

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3M+ TikTok views

Over 3 million TikTok views generated from the creator campaign within just 3 weeks of launch.

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15,000+ UGC posts

More than 15,000 user generated posts created via the Lick of Summer challenge, driving organic reach and social proof.

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35% foot traffic lift

A 35% increase in scoop shop foot traffic recorded over the 6 week summer campaign period.

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400% website traffic growth

A 400% increase in website traffic driven by QR code sampling redemption — turning trial into digital engagement.

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