New “City Churned” Campaign to Crowdsource San Franciscans’ Activities and Votes to Develop A Unique, Local Flavor
SAN FRANCISCO – June 13, 2013 – Ben & Jerry’s is rolling into the Bay Area 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 San Francisco 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 San Francisco itself.
Ben & Jerry’s is tabulating activities throughout the Bay Area such as public transportation data, tweets, traffic patterns, local ingredients and, of course, its people, to create and ultimately name a San Fran inspired Ben & Jerry’s flavor. For example, Ben & Jerry’s has been tracking bikes in The Mission to help decide between the ingredients Fairtrade coffee and cinnamon. Each fixed-gear bike going down Valencia is a vote for Fairtrade coffee, while each freewheel bike is a vote for cinnamon. To ensure that the “City Churned” flavor is a true tribute to San Francisco, Ben & Jerry’s is also partnering with local businesses to source their ingredients, including TCHO Chocolate and Kika’s Treats.
“The Scoop Truck has been cruising through the streets of San Francisco for the past couple summers 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 San Francisco, 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 U.S. cities and ultimately create a new flavor that is truly inspired by the great people of San Francisco,” Stever added.
Fans can also weigh in on each ingredient match-up by voting online on the “City Churned” San Francisco 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-July with a community event where, for one day only, Ben & Jerry’s will invite the community to celebrate the new, euphoric flavor of San Fransisco that they helped to develop.
Want your frozen fix now? Consumers can also satisfy their Ben & Jerry’s craving via the San Francisco Scoop Truck now through July 16. 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 San Francisco “City Churned” flavor, please visit www.citychurned.benjerry.com/city/sf/ 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.
Molly Finnegan | Account Supervisor
PUBLIC RELATIONS & MARKETING
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