Ben & Jerry’s Scoop Truck Strolls into Seattle to Give Fans Free Scoops and Help Create a Unique Emerald City Flavor
New "City Churned" Campaign to Crowdsource Seattle Fans’ Activities and Votes to Develop a Unique, Local Flavor
SEATTLE - August 19, 2013 - (BUSINESS WIRE) - Ben & Jerry’s is rolling into the Emerald City this summer for the second year in a row with their social media driven Scoop Truck tour, offering free scoops of the company’s new Greek Frozen Yogurt flavors and this year there is a new twist. Now, Ben & Jerry’s is looking to local Seattle fans to help develop a unique, local flavor. The new campaign, "City Churned," is the first of its kind to crowdsource a locally inspired flavor that is literally created by the city of Seattle itself.
Ben & Jerry’s is tabulating activities throughout the Emerald City such as public transportation data, city landmarks, tweets, traffic patterns, local ingredients and, of course, its people, to create and ultimately name a Seattle inspired Ben & Jerry’s flavor. For example, Ben & Jerry’s has been tracking the visibility of Mount Rainier to help decide between the ingredients Theo Chocolate and Yellow Cake Pieces. Every day that the beautiful site of Mount Rainier is visible, it is a vote for Theo Chocolate -- one of the local companies partnering with the brand to provide local ingredients. On days when the mountain is engulfed in clouds, is a vote for Yellow Cake Pieces. In addition to Theo Chocolate, Ben & Jerry’s is also partnering with Caffé Vita coffee to ensure the flavor is a true tribute to Seattle.
"The Scoop Truck began cruising through the streets of Seattle last summer giving away free scoops of our new flavors, and this year we wanted to do something more for our fans. There's a personality to Seattle, as in any city, that is distinctive unto itself... Some would say ‘a flavor,’" said Dave Stever, Director of Marketing. "We want to be able to capture the heartbeat of one of the most popular and unique U.S. cities and ultimately create a new flavor that is truly inspired by the great people of Seattle," Stever added.
Fans can also weigh in on each ingredient match-up by voting online on the "City Churned" Seattle microsite. On the site, fans can also put their creativity to the test by submitting their original ideas for the flavor name. The campaign will conclude in mid-September with a community event where, for one day only, Ben & Jerry's will invite the community to celebrate the new, euphoric flavor of Seattle that they helped to develop.
Want your frozen fix now? Consumers can also satisfy their Ben & Jerry’s craving via the Seattle Scoop Truck now through September 16th. Fans can not only tweet the Scoop Truck to get a free scoop of the new Greek Frozen Yogurt flavors— including Liz Lemon, Raspberry Fudge Chunk and Banana Peanut Butter— they can also physically cast "City Churned" ballots by tossing their spoons into recycling bins listed for Caramel or Fudge. Fans can get the full scoop and more by following the truck on Twitter @BenJerrysWest.
To learn more and cast votes for the Ben & Jerry’s Seattle "City Churned" flavor, please visit http://www.citychurned.benjerry.com/city/sea/ and tweet @BenJerrysWest to exchange a tweet for something sweet.
About Ben & Jerry’s
Ben & Jerry’s produces a wide variety of super-premium ice cream and ice cream novelties, using high-quality ingredients including milk and cream from family farmers who do not treat their cows with the synthetic hormone rBGH. The company states its position on rBGH* on its labels. Ben and Jerry’s products are distributed nationwide and in selected foreign countries in supermarkets, grocery stores, convenience stores, franchise Ben & Jerry’s Scoop Shops, restaurants and other venues. Ben & Jerry’s, a Vermont corporation and wholly-owned subsidiary of Unilever, operates its business on a three-part Mission Statement emphasizing product quality, economic reward and a commitment to the community. Contributions made via the employee-led Ben & Jerry’s Foundation in 2012 totaled $1.8 million. Additionally, the company makes significant product donations to community groups and nonprofits both in Vermont and across the nation. The purpose of Ben & Jerry’s philanthropy is to support the founding values of the company: economic and social justice, environmental restoration and peace through understanding, and to support our Vermont communities. For the full scoop on all Ben & Jerry’s Scoop Shop locations and fabulous flavors, visit www.benjerry.com.
To learn more about Ben & Jerry’s Mission Statement or values led sourcing log on to www.benjerry.com.
* The FDA has said no significant difference has been shown and no test can now distinguish between milk from rBGH treated cows and untreated cows. Not all the suppliers of our other ingredients can promise that the milk they use comes from untreated cows.
Ben & Jerry’s
Grand Poobah of Public Relations
Cone on Behalf of Ben & Jerry’s
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