Creative and digital agency Bastion Banjo launch new creative campaign for Ben & Jerry’s that focuses on bringing light-hearted, humorous puns to the masses and celebrates their distinctive ingredient, Cookie Dough!

Ben & Jerry’s brand motto, “If it’s not fun, why do it”, was crafted into, “If it’s not pun, why dough it” designed to celebrate their Cookie Dough Ice Cream innovation invented in the early ’80s.

This media-led campaign was in collaboration with PHD, where media targeting capabilities informed creative messaging; with doughlicious cookie dough related puns tailored to individual environments.

Research showed that Gen Zers are generally underwhelmed by the invasive nature of advertising but are more open to humorous ads.

Alexandra Sherbon, Bastion Banjo’s Account Director: “As a fun loving, light-hearted brand, Ben & Jerry’s gave us great scope to create play-on-words humour that delivers the brand’s key benefits in a fun way. Our bright, visually appealing approach created such a positive response that it was agreed to broaden the scope and see our assets across more channels. We’re really pleased to see the campaign live and in-market!”

Read more on AdNews.

“Ben & Jerry’s has always been very quirky and fun in its approach, so we brought this to the centre of the brief. Both PHD and Bastion Banjo have delivered outstanding creative and strategic work to come up with a strong integrated campaign across multiple touch points delivering a never-ending series of quirky ads.”

Bert Naber, Ben & Jerry’s Country Manager