Ben & Jerry’s Scoop Up Summer – Australia Campaign 2024
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, creating a full-funnel activation that drove awareness, trial, and loyalty across Australia.
The Project
The Objective
- 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 Challenge
- The summer category is highly competitive, with multiple FMCG and dessert brands competing for attention.
- Younger audiences are increasingly ad-averse, requiring authentic, entertainment-led engagement.
- Translating digital buzz into physical store visits and product trial was critical to commercial impact.
- Maintaining brand values (ethical, playful, community-driven) while driving scale and participation.
The Approach
- Launched a creator-led TikTok campaign to spark awareness and cultural relevance at scale.
- Introduced the “Lick of Summer” challenge, encouraging users to create and share their own Ben & Jerry’s summer moments.
- Leveraged UGC as a key amplifier, driving organic reach and social proof.
- Activated in-store sampling supported by QR codes, linking physical experiences to digital engagement.
- Used QR redemption to drive traffic to Ben & Jerry’s website, unlocking promotions, flavour exploration, and brand storytelling.
The Results
- 3M+ TikTok views generated from the creator campaign within 3 weeks.
- 15,000+ user-generated posts created via the Lick of Summer challenge.
- Strong uplift in positive brand sentiment, with consumers associating Ben & Jerry’s more strongly with “fun,” “ethical,” and “indulgent.”
- 35% increase in scoop shop foot traffic over a 6-week summer period.
- 400% increase in website traffic driven by QR-code sampling redemption.
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