TORONTO, June 14, 2012 /CNW/ - Today, Ben & Jerry's kicks off the Scoop
Moovement campaign, a joy-filled mission to deliver free scoops of ice
cream and "MOOod" lifts to Canadians across the country. The playful
ice cream brand, which over the years has made flavours in homage to
musicians like Jerry Garcia (Cherry Garcia) and the Barenaked Ladies
(If I Had 1,000,000 Flavours), will be travelling in an eco-conscious
scoop truck to various grassroot music events. The first stop is the
NXNE music festival from June 14 - 17 in downtown Toronto.
"Music, like ice cream, is something that makes people happy and
festivals are in Ben & Jerry's DNA." said Charlie Clark, Brand Manager
for Ben & Jerry's brand in Canada. "This dates back to a time when the
company would host fairs in its hometown of Burlington, Vermont, and
hire pianists to play some tunes in its scoop shops. Over the years,
this commitment has been reinforced with iconic musician-based flavours
and regular scoop truck appearances at U.S. festivals. We're excited to
continue the tradition in Canada this summer".
During NXNE, Ben & Jerry's will be sampling 6 flavours in locations
throughout downtown Toronto. For free ice cream, fans can visit the Ben
& Jerry's Scoop Truck which will be parked at Yonge and Dundas Square.
Ben & Jerry's branded Eco-Cabs will also be making their way around the
downtown core. Fans are encouraged to tweet @BenjerryCanada using the #scoopmoovement hashtag to get the Eco-Cabs to sample ice
cream at an intersection of their choosing. The Eco-Cabs will deliver
to the areas that receive the most tweets.
Good news is that Toronto isn't the only stop! The Scoop Truck will be
touring Canadian music festivals all summer long to bring free ice
cream to the masses. Learn more at Facebook.com/BenJerryCanada or follow them on twitter at @BenjerryCanada to find out where the #scoopmoovement will be heading next. While
Notes to Editors:
About Ben & Jerry's
Ben & Jerry's was founded in 1978 in a renovated gas station in
Burlington, Vermont, USA, by childhood friends Ben Cohen and Jerry
Greenfield, who dedicated themselves to peace, love and ice cream..
While they sometimes disagreed over flavour combinations, what they did
both agree upon was that they were in this business to enjoy
themselves, and give back to the community, as well as earn a living.
As Jerry put it "If it's not fun, why do it?
Ben & Jerry's is a Vermont corporation and wholly-owned subsidiary of
Image with caption: "Creating sweet memories with free scoops of Ben & Jerry's Ice Cream. #ScoopMoovement. (CNW Group/Ben & Jerry's)". Image available at: http://photos.newswire.ca/images/download/20120614_C8752_PHOTO_EN_15147.jpg
For further information:
For more information or to arrange an interview with Charlie Clark, please contact: