BEN & JERRY’S SUNDAE LEAGUE

BACKGROUND

Ben & Jerry's is not the delicacy ice cream you eat a spoonful of after dinner. No, if you buy a pint, you often end up eating the whole thing. It's basically an ice cream made to be guzzled. In fact, ice cream eating competitions as a concept are already popular on YouTube, where different creators challenge each other.

SOLUTION

In this campaign, we want to celebrate the guzzlers commitment by launching an ice cream eating tournament, which we call Ben & Jerry's Sundae League.
We take it a step further by creating a world tournament open to all ice cream enthusiasts. The tournament will be broadcast on Twitch and will lead to an elite team being selected, the Iceletes. An elite team that might could challenge Häagen-Dazs in the ultimate scoop-off?

This campaign is our gamified way of showing the world that decadent ice cream eating is something to be celebrated and respected, and that Ben & Jerry's has the most dedicated fans in the world.