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“Progress Comes in Many Flavors” was Ben & Jerry’s first brand marketing campaign in nearly a decade. Our campaign was designed to take an inclusive approach to activism by suggesting that anyone who has a heart can be an activist. It would focus on DIY creativity and self-expression in service of positive impact rather than on polarizing policies and debates.
The objective of the campaign was to inspire a new generation of activists. To show consumers that they can take the things they are passionate about, and turn them into a form of creative activism. Much like Ben & Jerry’s has done with their ice cream brand.
Built around a rallying cry that encapsulates a core belief of Ben & Jerry's—“Make Some Motherchunkin' Change!”—the campaign underscores the brand's commitment to activism and social justice and invites individuals to embrace their inner creative activist and make a positive impact on the world.
The campaign features creative activism both from present day and from historical moments in time. Highlighting their achievements and the different forms of creative activism they used to make a difference.
The work showcased creative activists both from within Ben & Jerry’s network and the broader community—more than a dozen creative activists and groups including artist Favianna Rodriguez, urban farmer/educator Dominic Nell and the Million Puppet March.
Garnered 1.8 million views on YouTube since launch
TikTok, Instagram YouTube and CTV in partnership with Driven Studio (social) and WITHIN (media)
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