Ben & Jerry's unveils new sampling tour with digital support from Maynard Malone
Ben & Jerry's has launched a new European product and sampling tour with web and social engagement support through Maynard Malone. The Chunks for a Change sampling tour aims to raise awareness of Ben & Jerry's Classics range as well as the Core variety. Sarah Hogan, Ben & Jerry's European marketing manager, said: "The focus on this campaign has been huge. It's our biggest multi-market digital campaign to date. The campaign will be going live in markets that include UK, France, Portugal, Germany and Norway to name just a few. While each campaign is fundamentally the same we've added significant layers of customisation for each market to ensure that specific market needs are met." The digital activity will be optimised for desktop, mobile and Facebook app, and will include itinerary details, maps and photography, as well as pulling in feeds from Twitter, Instagram and Facebook to become the center of user generated content for the brand during the campaign. Maynard Malone managing director Ameet Chandarana said: "We've been working with Ben & Jerry's for 14 years now and as communication channels have evolved so have the campaigns. There is always a lot of positive online conversation about Ben & Jerry's so in this campaign it's been key to leverage and amplify buzz whilst balancing this with paid online media that reaches those consumers at the edge of the brand. "We hope that the social media campaign will encourage consumers to engage with the campaign by going online to follow the progress of the tour. User experience was central to the design of the websites and app, we wanted to make it easy for fans to share elements of value from the tour and digital experiences via appropriate social means."