Ben & Jerry’s markets in chunks

The ice cream co is introducing four new flavours to Canada, supported by the largest domestic marketing push ever.

Look up in the sky over Canada and you might see Ben & Jerry’s caped cow.
Following the success of last year’s Canadian concoction “If I Had a Million Flavours,” an ode to Canuck music icons the Barenaked Ladies, this year, the ice cream co is introducing four new chunk-filled pints to Canada, supported by the largest domestic marketing push ever.
B&J crowdsourced the brief for a cinema ad to Poptent.net, XLNTads’ network of 15,000 semi-pro and indie filmmakers. A Canadian video won out over 105 other submissions, and features the bovine mascot soaring over green pastures, promoting four chunky new flavours: Milk & Cookies, Chocolate Macadamia, Caramel Hat Trick and We are Waffling.
The marketing team is still, well, waffling on the final moniker for the latter, so Canadians can suggest their own name for the dithering pint, with the winner immortalized in freezers across Canada. 
To get the word out about Milk & Cookies, chunk crusaders doled out samples at universities, providing comfort after exams. The flavour also has its own Facebook page and an iPhone game.
Hockey-themed promotions for Caramel Hat Trick begin in June, while Chocolate Macadamia will kick off in September. 
“We’re making the brand relevant for Canadians,” says Shoshana Price, brand building manager, Ben & Jerry’s and Popsicle, Unilever Canada. “The strategy is a hub and spoke. Everything we do will tie back to Benjerry.ca.”
Toronto-based Capital C developed the web creative and mobile app, with Mississauga, ON.-based Mosaic handling in-store and Harbinger responsible for PR. Print was created in-house at Ben & Jerry’s HQ in Vermont.