Cello Group's Face works with Ben & Jerry's Italy
Cello Group owned Face is working with international Unilever’s luxury ice cream brand Ben & Jerry’s in Italy.
The London agency has been tasked with crowdsourcing in order to give award a prize fund of €50,000 prize for the most creative social initiative, with the agency also developing the brand positioning in Italy and develop the strategy for the ‘Ben & Jerry’s for Good Ideas’ campaign which began in April.
This included video teasers and social media postings, with entries to the competition being submitted to a dedicated area of the Ben & Jerry’s Italy website, where they were matched with the brand values ahead of being posted for the public to view and vote for.
Upon the end of online voting, a committee of consumer brand ambassadors who worked with the brand in creating the social media positioning for the brand, will select 25 winners. These will be judged on originality, innovation, social impact, businesses potential and the number of likes they received during the initial crowdsourcing phase.