08/10/12 - Competition winners in central London received a special delivery of Unilever’s Ben & Jerry’s ice cream straight to their offices on World Animal Day.
The mooo-ve was timed to celebrate World Animal Day on 4 October, giving Ben & Jerry’s the perfect opportunity to raise awareness of its Supporting Better Diary Campaign.
Fans following @benandjerrysUKLink opens in a new window on Twitter were invited to try to lure an eco-friendly milk float laden with the new Cow Power ice cream to their HQ, by tweeting a message about the campaign.
The more workers who tweeted the words “I believe all cows should be happy cows @benandjerrys #cowpower”, the greater chance participating offices had of winning the delicious delivery.
Tweet-powered deliveries
Each office had to include a hashtag with the company name at the end of the tweet, steering the float’s driver (dressed as a cow, naturally) towards the most popular businesses during the course of the working day.
The 16 winning companies, including charity Action Aid, fashion brand Topshop and the National Union of Students, were delighted to receive several tubs of Cow Power – a chocolate fudge sauce-swirled recipe complete with chunky chocolate cows.
More than 1,800 tweets were sent with the #cowpower hashtag, making it one of the day’s top-trending topics in London and across the UK, reaching more than 860,000 people. The Ben & Jerry’s UK FacebookLink opens in a new window page also gained 500 new fans.
Healthy cows are happy cows
“We believe that happy cows are the secret to our great tasting ice cream, and we want every cow in Europe to be as happy as the cows in Ben & Jerry’s Caring Dairy,” says the brand’s European Social Mission Manager Ilaria Ida.
“There are millions of cows who are suffering and are far from being happy due to a lack of recognised dairy standards across Europe. World Animal Day seemed the perfect time to highlight their plight. We hope Cow Power ignites people power to help us change the lives of European cows for the better,” she adds.
World Animal Day is a global movement that calls on the public to celebrate animal life in all its forms. Cow Power launched on the same day, and is exclusive to Sainsbury’s stores until it’s introduced at Ben & Jerry’s Scoop Shops across the UK in 2013.
Supporting Better Dairy
The Supporting Better Dairy campaignLink opens in a new window is a joint initiative between Ben & Jerry’s, and NGOs Compassion in World Farming and the World Society for the Protection of Animals. It aims to introduce recognised standards for the 23 million dairy cows in the EU, improving their health, shelter, food and behaviour.
Find out more about the Supporting Better Dairy campaign and sign up now at www.happycows.euLink opens in a new window.