Ben & Jerry’s x Cake

Role: PR account team
Duration: March 2008- March 2009

Overview:
As part of the Cake agency team, I supported Ben & Jerry’s Christmas campaign, which included the highly engaging Christmas Cowell Campaign. This playful and bold initiative aimed to create a stir by attempting to get a Ben & Jerry’s Christmas single to the coveted Xmas Number 1 spot, competing directly with the highly commercialised X Factor winner’s single. The campaign tapped into pop culture, playing on Simon Cowell's dominance of the Christmas charts to generate media buzz and public excitement.

Key Responsibilities & Achievements:

Campaign Support: Contributed to the development and execution of the Ben & Jerry’s Christmas Cowell Campaign, which sought to challenge the mainstream X Factor single’s grip on the Christmas charts by launching a humorous, fun campaign promoting a Ben & Jerry’s Christmas single.

Media Engagement: Successfully secured media coverage across national press, radio, TV, and online platforms, ensuring the campaign generated excitement and a unique angle on the traditional Christmas race for the UK’s number one spot. Key coverage included features on the campaign’s audacious nature, aligning with Ben & Jerry’s disruptive brand persona.

Creative Content Development: Played a key role in creating press releases and content that effectively communicated the playful, bold nature of the campaign, while also reinforcing Ben & Jerry’s values of fun, social impact, and cheeky competition.

Influencer & Blogger Outreach: Supported outreach efforts to influencers and bloggers, ensuring coverage extended across social media and online communities, building excitement and driving engagement around the campaign.

Event Coordination: Assisted in the planning and execution of events related to the Christmas Cowell campaign, including a unique launch event that brought the campaign’s fun spirit to life for key media and consumers.

Skills Developed:

Campaign Execution: Gained invaluable experience in executing a high-profile, audacious campaign that resonated with the public and media, tapping into cultural moments and trends to create a buzz.

Media Relations: Developed expertise in securing dynamic, attention-grabbing media coverage for an unconventional campaign, furthering Ben & Jerry’s position as a brand that disrupts the norm and challenges conventions.

Creative Communications: Enhanced skills in creating compelling communications that blend humour with a strong brand message, effectively capturing the playful essence of the campaign while maintaining focus on Ben & Jerry’s values.