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Ice-cream, activism and puns: How Ben & Jerry’s models purpose in an age of outrage

I spoke with Brittaney Kiefer from Campaign Magazine for this September 2020 article Here are my interview answers in full:- Has Ben & Jerry's marketing approach evolved over the years, and is there anything different about this moment when they've addressed BLM and the migrant crossings? The original, pre-2000 sale to Unilever Ben & Jerry's was a brand built on the strength of its ethical convictions. From its amusing flavours to environmental stance, it was a 'good' brand. Twinning that easy-to-love bonhomie with tasty vats of ice cream made founders Ben and Jerry multi-millionaires

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