Bartholomew Fortesque

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A TWIST IN THE TALE! Ben & Jerry’s New Advertising Campaign Launched in Ireland
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This week (12th June) sees Ben & Jerry’s go one step further in its bid to establish itself as the ultimate ‘antidote to seriousness,’ with the unveiling of its latest ad campaign entitled ‘Legendairy’ Tongue Twisters.
Mirroring last year’s vibrant cartoon style, the campaign seeks to promote ‘punter participation’ by inviting onlookers to immerse themselves in a selection of brain bending tongue teasers. Four executions will feature in the campaign in Ireland with twisters featuring characters, Fr. Phil,
Bartholomew Fortesque, Gabby and Mo alluding to their favourite Ben & Jerry's flavours!
Following the success of last year's Dublin based "Legendairy" campaign, Ben & Jerry's have stepped up their activities in Ireland by including Cork in this 13 city, £1.4 million campaign (Ireland & UK).
According to Ben & Jerry's Marketing Manager Ian Hills: “Ireland remains a key focus for Ben & Jerry's with it's boom economy and high concentration of young professionals. Ireland's infamous sense of humour and unrivalled capacity to enjoy and indulge themselves has seen the public embrace the Ben & Jerry's brand. With year on year sales in ’99 up 400%, Ben & Jerry's will continue the transition from a quirky, niche ice cream to a credible national brand. Unilever fully endorses Ben & Jerry’s unconventional, fun focused stance and is keen to assist us as we compete with Haagen Dazs across all the trade sectors.”
The campaign can be spotted on 48 & 96 posters in Cork and Dublin, which will pave the way for Ben & Jerry’s first animated cinema cartoon breaking in September.
For further information:
Valerie Melinn: Valerie@marycrottypr.ie Mary Crotty PR, Tel: (01) 661 8777/ Fax: (01) 661 9138
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