The ice-cream brand has teamed up with Deliveroo to trial ice-cream delivery services in London and Dublin and has launched a competition to raise awareness among Londoners on social media.
Fans in the capital have been busy registering their interest by tweeting #WichBreak and the first part of their postcode in the hope of winning a delivery of Ben & Jerry's ‘Wich range treats (Ben & Jerry’s ice cream sandwiched between two soft-baked cookies).
The London delivery service will be piloted on Thursday 30 June. If the collaboration is a success, the ambition is to roll out a wider ice-cream delivery partnership in the future.
In Dublin, a limited-edition online shop for ice cream aficionados has been launched, with fans located within a 2.8km radius of the shop able to order their favourite flavours to their door.
Christina Dunn, country lead Ben & Jerry's UK & Ireland, says: "At Ben & Jerry’s, we’re always looking for new ways to bring our Fairtrade flavours closer to the hearts and spoons of our fans. Whether it’s a cookie ice cream combo like the ‘Wich to S’Wich up your tea break, or a classic Ben & Jerry’s tub to share with friends and family at home, we want to help provide that sweet treat SOS! We’re really excited to be trialling these pilot delivery services with our friends at Deliveroo!"
Deliveroo spokesperson Kate Thomas added: "Ben & Jerry’s is one of the best loved ice-cream makers in the world. We know our customers in London and Dublin will be as thrilled about the start of this partnership as we are!"
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.