Ben & Jerry’s skates into print, cinema

In its biggest media push in Canada to date, Ben & Jerry's will promote its support of grassroots hockey programs via its new flavour, Caramel Hat Trick.

As if they get don’t get enough ice (cream) time.

NHL players Steven Stamkos, John Tavares, Jason Spezza and Luke Schenn today helped Ben & Jerry’s unveil a new flavour for the Canadian market, Caramel Hat Trick.

A percentage of the proceeds from the product will go to support to the National Hockey League Players’ Association’s Goals and Dreams program, which supports grassroots hockey programs across the country.

‘It’s about trying to connect with Canadian consumers more than we have in the past,’ says Shoshana Price, brand manager, Ben & Jerry’s Canada, about the campaign, which is part of the Unilever brand’s largest-ever media push in Canada, taking place throughout the year. ‘Sometimes Canadians think, ‘Oh Ben & Jerry’s is a US brand, you can’t get it in Canada.’ Most people love the brand and we want to remind them, ‘Hey it’s here and we’re doing some great stuff for Canada,” Price tells MiC, of the Vermont-based ice cream brand.

Caramel Hat Trick will be featured in consumer magazines targeting a male and female demo that is ‘socially conscious, aware of trends, into their community,’ says Price. With media handled by Toronto’s Mindshare and PHD, these include ads in LouLou, Flare and Toronto Life magazines, as well as video ads featuring all four flavours running in cinemas throughout the summer. This is the first time the brand has done ads in this medium, as it usually relies on a PR push and media coverage, such as today’s event at Moss Park Arena in Toronto, arranged by Harbinger Communications.

‘It’s a big year for us,’ says Price, as the brand pushes the ‘Crusading For a Chunk-Filled Canada‘ campaign, with ads developed via crowdsourcing through the and XLNTads’ networks. ‘We’re all about getting Ben & Jerry’s engaged with Canadian ice cream lovers and what better way to do that than honouring Canada’s favourite sport and passion – hockey,’ says Price.

This article was updated at 4 p.m. to reflect that PHD was also a part of the media planning behind the Ben and Jerry’s campaign.