The strategy and idea came to life through creating our own branded event platform; The Ben & Jerry’s Sundae Session.

We identified key partners we wanted to bring together. The first was our sponsorship of the Open Air Cinemas, which provided an outdoor space and a series of movies to play after sunset.

In keeping with our social mission, we partnered with ‘Tunes For Change’ which gave us access to the best artists in Australia to play live performances. An album was later released with all proceeds going to charity.

Through our MTV partnership, we captured content from these Sundae Sessions which ran across their online and TV platforms bringing the events to life for a wider audience.

Our selected charities ‘Animals Australia’ and ‘Life Options’ used the Sundae Sessions events to chat to the crowds about what they do and how this community could help support the cause.

“We measured our success not just by how much money we made but how much we contributed to the community”. Jerry Greenfield.

Raised $30,000 for local charities.

93% of people recalled Ben & Jerry’s as primary sponsor.

68% are more positive towards Ben & Jerry’s brand as a result.

65% were aware of the social mission at the Sundae Sessions.

Generated $580,000 worth of PR.

In keeping with Ben and Jerry’s philosophy that ‘when you are led by values it doesn’t cost your business it helps your business’ we increased sales by 347% in Sydney & Melbourne.