Mobile Marketing

Ben & Jerry’s Debuts Short Form Social Responsibility Content Series

November 14, 2013

Ben & Jerry’s has partnered with mobile news startup, NowThis News, to create a short-form video series highlighting the brand’s commitment to values-centric business models and linked prosperity: the idea of using sustainable business practices to grow the world around them.

The six-part series, titled “Made of Something Better: An Education in Linked Prosperity,” provides viewers a digestible way to understand Ben & Jerry’s rationale when choosing the right partners and sustainable commerce practices, and the benefits of Fair Trade to help demonstrate just how important it is for fans to ask the question: “what’s in my food and where did it come from?” The short-form content series helps provide a solution to the challenges Ben & Jerry’s has faced in communicating their various values, making the content both understandable and a reflection of the Ben & Jerry’s vision specifically through their own lens.

Fair Trade, for example, is a very complex topic that can be viewed from several different perspectives. So, to help more clearly communicate this layered issue among the Millennial audience, we worked with NowThis News to introduce both the farmer and the businesses perspectives of Fair Trade.

The series, which is being promoted on NowThis News and Instagram, illustrates the importance of values-led sourcing (VLS) to Ben & Jerry’s, and emphasizes the direct impact that VLS can have on local communities and markets. As part of the promotion, NowThis News has launched the series within the network’s newly established Food vertical, and will syndicate the episodes across Mashable, BuzzFeed and

This latest effort from the brand follows behind the City Churned campaign, which leveraged “unconscious” city data and user votes to develop five brand new flavors tailored to the unique personalities of the New York, Portland, DC, Seattle and San Francisco markets.

NowThis News was founded by a team of former execs from the Huffington Post and BuzzFeed. The mobile video startup recently began publishing mini-news segments on Vine and Instagram, and gears content towards the Millennial audience.

Sean Flynn, Strategist at 360i, contributed to this post.