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.”
Creative: Republic of Everyone
PR Agency: The Bravery
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
Please login with linkedin to commentBen & Jerry's
Frameplay today announced its first global integration with Magnite to provide advertisers with the ability to buy intrinsic in-game advertising programmatically. The combination of Frameplay’s software developed for in-game advertising and Magnite’s scale and experience in programmatic technology across any format and screen provides advertisers with greater access to engaged audiences. Current RTB programmatic capabilities […]
Spotify Australia has revealed the results of its “Culture Next Trends Report,” the brand’s second annual global report of Gen Z insights and cross-generational views regarding topics most impacting culture and trends. Topics explored uncover global insights about voting & politics, education, entrepreneurism, Black Lives Matter, societal norms & expectations, parent-child means for connection, the importance of […]
Frameplay today announced its first global integration with Magnite, the largest independent omnichannel sell-side advertising platform, to provide advertisers with the ability to buy intrinsic in-game advertising programmatically. The combination of Frameplay’s industry-leading software developed for in-game advertising and Magnite’s scale and experience in programmatic technology across any format and screen provides advertisers with greater […]
Lipton and Peace One Day united for the UN International Day of Peace on 21 September 2020, to inspire the world to connect and Make Tea Time Peace Time. Together the organisations created an ambitious global moment of solidarity, with iconic clock towers and landmarks across the planet taken over and lit up with projections […]
Gartner recently placed Sitecore as a leader in its magic quadrant for Web Content Management, ranking it above most other platforms and putting it only behind Adobe when it came to the completeness of vision. Sitecore is a digital experience platform providing solutions across content management (CMS) and e-commerce, and digital asset management . According […]
A significant 879,000 metro viewers tuned in to a rather emotional Bachelor finale on Thursday night, which saw Locky Gilbert choose Irena Srbinovska over Bella Varelis, according to OzTAM numbers. While Nine and Seven did beat 10 in primary channel share (18.1 per cent, 17.5 per cent and 17.2 per cent respectively), 10 did top […]
Imagine a world where you, your beliefs, your memories and your story can live on forever in a digital world. Enter Memories, a new product and digital platform designed to keep you connected with your loved ones, even after you’re gone. To launch the Memories.com.au ad-free private platform, and highlight how members can share their […]
Ex-Seven presenter Simon Reeve is reportedly suing the network for between $500,000 to $1M in damages, claiming the broadcaster breached the Fair Work Act. As reported on the SMH, Reeve is accusing Seven of failing to pay him out his annual leave or redundancy pay. The presenter, who appeared on Seven’s Olympics coverage, news and […]
Liberal MP and co-chair of the Parliamentary Friends of the Screen Industry Trent Zimmerman has urged Netflix to support the local screen industry after years of having a “free ride” in Australia. In an opinion piece for The Guardian, Zimmerman said more commitment is required streaming companies to the local industry. “It’s time for streaming services, […]
The planet may be hanging out for a long-awaited vaccine to coronavirus with reports we shouldn’t even begin to expect one until the first three months of 2021 at the very earliest. But a new study has asked Australians who they think should be the first in line to get any COVID-19 vaccine if and […]
News Corp Australia, today unveiled a new travel campaign Australia Go and Get It – Safe Escapes 20/21, designed to unite and support all Australians to drive the recovery of local tourism. Launching on Sunday 27 September, the national campaign is led by the company’s leading travel media brand Escape, The Australian and news.com.au, and with support across the […]
Cadbury has launched its National Women in Sport initiative in partnership with the AFLW, Australian Women’s Cricket team, the NRLW and the Westfield Matildas, uniting with leading women’s sporting codes to support the continued growth and equality of women’s sports in Australia. With one in two young girls dropping out from organised sport from the […]
Advertising spend on e-commerce platforms is set to rise sharply this year despite the global recession, reaching a total of $US58.5bn ($83bn). Advertising investment across e-commerce sites such as Amazon, Tmall and Rakuten, omnichannel retailers such as Walmart and Carrefour, and social commerce on platforms such as Pinduoduo and TikTok is set to increase 18.3 […]
Creative agency CHE Proximity is the latest to feel the wrath of a Hindu group that calls out companies and brands it believes commercially exploits and insults the world’s 1.1 billion Hindus. Last week, IKEA Australia – via its creative agency CHEP – launched “IKEA product pose Yoga”, a seven-minute long video that teaches the most […]
Online insurance comparison website, Compare the Market Australia has appointed Emma Alberici as Chief Strategy, Government Relations and Communications Officer. Previously, Alberici was chief economics correspondent at the ABC, one of many senior positions she held during her 18 years with the organisation. Before this, she was a senior journalist at the Nine Network, where […]
VA Media has announced the launch of new YouTube content ID service for producers, production companies and film & television distributors. VA Media owns and manages some of the world’s largest movie and TV-based YouTube channels, including Movie Central– which boasts an impressive 20M views monthly. The newly announced fee-based service is designed to enable […]