13 August, 2020

Ben & Jerry Goes Political In ‘Unfudge Our Future’ Campaign

By B&T Magazine

Ben & Jerry’s has unveiled their latest limited-edition flavour: Unfudge our Future, to urge Australia’s leaders to tackle climate change by making fossil fuels history.

The launch aligns with the Federal Government’s preparation of a history-making economic reboot in the upcoming October Budget, with Ben & Jerry’s joining forces with 350.org Australia and the Climate Council to call for investment in a more sustainable and future-facing economy for Australia.

Republic of Everyone worked with Ben & Jerry’s to coin the name Unfudge our Future and guide on partnership engagement and strategy, while The Bravery are underway on a national earned media and social campaign to drive awareness and engagement on the issue. Media agency PHD are amplifying the campaign via podcast partnerships, OOH and social media.

A personalised pint of the new non-dairy Unfudge our Future flavour has been delivered to leaders Scott Morrison, Josh Frydenberg and Angus Taylor, with the ask from the ice cream activists to get us out of this sticky situation: “As you plan the new budget for delivery to the nation on 6 October, make fossil fuels history and invest in a fast and fair transition to 100% renewables.”

Bert Naber, Marketing Manager, Ben & Jerry’s, said, “The government is making critical decisions that will impact Australia and our planet for generations to come. We have an opportunity to reboot our economy with solutions that deliver a cleaner, more resilient and fairer future for Australians, and we’re galvanising fans behind the demand on our leaders to Unfudge our Future via an online tool at benandjerry.com.au/climate and in scoop shops across the country.”

The limited-edition flavour features a delicious combination of chocolate and peanut butter Non-Dairy ice cream, fudge brownies and peanut butter cookie dough, with a portion of proceeds from the pint going to 350.org Australia. Unfudge Our Future will be available in Ben & Jerry’s Scoop Shops, grocery stores, via delivery services and various convenience retail outlets across the country.

Ben Peacock, Founder and Director of Republic of Everyone, said, “It’s rare to have the privilege of helping name one of Ben & Jerry’s iconic limited-edition flavours – which is of course, is much more than a name, or a campaign. It’s a stake in the ground at a pivotal time for a cause this company has been fighting for, for many years. We’re proud to see this campaign come to life, and be working with a company so intent on creating a better world.”

Founder and Director of The Bravery, Claire Maloney, said, “The campaign asks leaders to adopt a science-led approach to climate change, just as we have with COVID-19 – which has translated to swift action to protect Australians. While some people may not believe it’s the right time to be having this conversation, the dangers of climate change are right on our doorstep. But so are the solutions. Meaningful support can be provided by the government this October to step up and invest in the policy opportunities that will deliver jobs in industries with strong futures that re-engineer our energy system, renew industries and restore our environment – the perfect recipe to Unfudge our Future.”

Kathryn Furnari, PHD Group Business Director, said, “It’s not everyday that you get to work on a campaign that does more than just sell product. What a privilege to partner with Ben & Jerrys and collaborate with a few extremely passionate agencies to bring this campaign to life and ensure we are reaching the change-makers in our country – through relevant media channels, of course!”.

Steph Curley, Ben & Jerry’s Impact & Activism Manager said, “Whilst climate change affects us all, it doesn’t affect us all equally. Many of our communities are at an increased risk of a warming planet – and we have a responsibility to advocate for a new future. We’ve seen it’s possible to redesign the way we live, with strong community, business and industry support. Now we just need the political will and investment.”

CREDITS

Creative: Republic of Everyone

PR Agency: The Bravery

Media: PHD

Ben & Jerry’s:

Bert Naber, Marketing Manager

Steph Curley Impact & Activism Manager

Jessica Rattanong, Digital Marketing Specialist

Sarah Cragg, Impact & Advocacy Asia and New Markets

Mia Bacarro, Brand Lead, ANZ and Asia

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