Ben & Jerry’s Ice Cream

From a renovated gas station in Burlington, Vermont, to far-off places with names we sometimes mispronounce, the journey that began in 1978 with 2 guys and the ice cream business they built is as legendary as the ice cream is euphoric. In 1978 Ben and Jerry took a $5 correspondence course in ice cream-making from Penn State. After that they made a $12,000 investment and $4,000 of it was borrowed. When the 1 year anniversary came from their ice cream shop they decided for the first time to do free cone day. Free cone day is they hand out free scoops for everyone all day long. The annual ice cream give-away is still going on today in the scoop shops around the world. In 1990 Ben and Jerry’s printed on 8 million pints of their ice cream “Support Farm Aid” They put this message on their pints because they support to keep family farmers on their land. In 1992 Ben and Jerry’s joined a cooperative campaign with “Children’s Defense Fund.” The goal of this campaign is to bring children’s basic needs to the top of the national agenda. They send over 70,000 postcards to congress concerning kids and other national issues. In 1994 Ben and Jerry’s begin to appear in the United Kingdom. In August 3 of 2000 Ben and Jerry’s became a wholly-owned subsidiary of Unilever. Through a unique acquisition agreement an independent Board of Directors is created to provide leadership focused on preserving and expanding Ben & Jerry’s social mission, brand integrity, and product quality. I believe that Ben &Jerry’s target audience is anybody that like good well-made ice cream. I noticed that Ben & Jerry’s does a lot for the local community by supporting local family farms and supporting the children of the nation by sending postcard to congress for kid’s basic need to the congress agenda. If I was going to do a PR campaign for Ben & Jerry’s I would help them try to get their old customers that weren’t happy with them getting bought out by Unilever. Also maybe help them get more International exposers. Finally help them find another local group or campaign they can support since I noticed that they like to support the local community and our nation.