Ben & Jerry’s Topped
Launch Ben & Jerry’s new range of ‘over the top’ indulgent treats, Topped via a PR and influencer strategy. The catch? It had to be COVID-friendly as NZ was in and out of lockdowns at the time.
We played on the over-the-top characteristics of the ice cream, partnering with drag queen, Elektra Shock, who wore a custom Ben & Jerry’s Topped dress and drag look, to deliver the delicious treats to influencers and media. But due to COVID restrictions, deliveries had to be contactless. Our solution? Deliver them in the most over the top way possible, via drone!
This was supported by media relations, paid influencer content with Eat Lit Food in which 3 winners got their own Over the Topped Delivery and photo & video content for Ben & Jerry’s social.
A fun, light-hearted and very over the top campaign was delivered. We received 24 pieces of PR coverage with reach of over 2 million, hilarious content that was shared several times and three happy winners.