BEN & JERRY’S LAUNCHES BRAND CAMPAIGN TO EMPOWER AUSSIES TO ‘MAKE SOME MOTHERCHUNKIN’ CHANGE’
Ben & Jerry’s has launched a major brand campaign to inspire Australians to embrace their inner activist and “Make Some Motherchunkin’ Change’.
The campaign celebrates Ben & Jerry’s decades long heritage in activism and advocacy. It also marks 15 years of the brand’s presence in Australia - in both supermarkets and the activism space.
At the heart of the campaign is a humorous tagline with a powerful rallying message - ‘Make Some Motherchunkin’ Change’ - which encapsulates the brand’s core beliefs and underscores its commitment to activism and social justice.
Launched in the U.S. earlier this year, the global campaign was first conceptualised with DCX Growth Accelerator, showcasing real-life activists and artists from around the world.
In its Australian iteration, the spotlight is placed on four creative, talented individuals who embody today’s activist - Stephanie Curley (CEO, Surfrider Foundation Australia), Dylan Mooney (Artist, Our Islands Our Home), Annie Ford (Marine Scientist) and Jimmy Stanton-Cooke (Co-Founder & CEO, HalfCut) - all of whom have collaborated with the ice cream brand through various activism campaigns in Australia.
The integrated campaign aims to celebrate all the different ‘flavours of change’ - whether it’s a paddle out on a surfboard, a long distance cycling trip, a powerful work of art or repping half a beard to protest deforestation - inspiring Aussies to put their passions into action.
Sean Farrell, AU Country Business Lead at Ben & Jerry’s, said: “At Ben & Jerry’s, we believe that if you have a heart, you can be an activist. As a brand, we are inspired by individuals who are able to tap into their creativity, talents and community to make a difference in the world.”
The campaign includes a TVC, anthemic long-format and short-format videos, outdoor billboards, and will run across various media and social media platforms, and is not just about spreading awareness but also about driving action.
Clemenger’s work on the Australian campaign highlights the diverse and inspiring ways local activists drive meaningful change in their communities. By sharing real stories of Australians fuelled by their causes, we challenge the growing sense of apathy and illustrate that impactful change can come in various ‘flavours.’
Ant Phillips, Clemenger BBDO ECD, said: “Whether it’s shaving half your beard to save the rainforest or riding your bike from Tasmania to Queensland, activism can take many forms. With Ben & Jerry’s ‘Make Some Motherchunkin’ Change’, we unearthed some of Australia’s most creative activists, showing how anyone with some heart can positively impact our world. Hopefully, this movement further drives the spirit of activism among Australians, reframing it as something that can be theirs, in whatever shape they want.”
Ben & Jerry’s PR partner, FORWARD, will lead the earned media element utilising findings from its research partner, Lonergan Research, to amplify the campaign and brand messaging across Australia as it reveals Aussie’s attitudes towards activism, whether they consider themselves as an activist, and how this varies across different generations.
Fergus Kibble, FORWARD Founder & Managing Director, said, “The ‘Make Some Motherchunkin’ Change!’ has purpose swirled through it - and was inspiring to work on. We uncovered powerful insights into how Australians view activism today — with 95% of Aussies driving real change through everyday actions — and how ‘activism’ is evolving. The campaign is about breaking down the barriers to activism, making it more inclusive and accessible, and showing Aussies that even the smallest action can lead to big change.”
Mindshare’s media campaign will drive awareness of Ben & Jerry’s social mission via screens, social and outdoor media. To kick off the campaign Mindshare has partnered with Revolution360 to create unique wall murals in Bondi, NSW and Main Beach, QLD, that use CO2 absorbing paint, with 45 litres of paint absorbing more than 10KG of CO2. Alongside the murals, sequential street posters featuring the brand’s four activist partners will be running with a QR code to find out more information, as well as creative across Meta and TikTok on the brand channels.
For more information on the campaign, please visit Ben & Jerry’s website here.
