Ben & Jerry’s
To ensure brand legacy, Ben & Jerry’s needed to engage Gen Z and young Millennial audiences with a creative campaign that captured attention and inspired action at scale. Using Sponsored Snaps in a First Snap Takeover, the brand reached 3 million Snapchatters in Australia, driving lifts across multiple brand metrics.
- Nisha Warrier, Digital & Media Lead ANZ, The Magnum Icecream Company
For many, Ben & Jerry’s is a byword for ice cream. Delighting dessert fans for almost five decades, the US brand has been a freezer staple since the 70s. However, earning heritage status doesn’t automatically guarantee ongoing success. To maintain its reputation, the brand needed to effectively engage Australia’s younger audiences — and that’s why it turned to Snapchat.
Reaching Snapchatters at scale in a crowded marketplace is easy with Sponsored Snaps. By using this format, Ben & Jerry’s could reach Snapchatters directly, as a Snap lands directly into the audience’s Chat feed. This Snap then opens to a full-screen video followed by a CTA. Ben & Jerry’s also used First Snap, the first-impression, single-day takeover, which meant the brand’s ad would be the very first one to be seen by Snapchatters in their Chat feed!
But reach wasn’t enough. To drive brand love and purchase intent among young Millennials and Gen Z, Ben & Jerry’s also needed a creative way to reinforce Cookie Dough’s icon status. A thumb-stopping tribute to its best-known flavour, the creative was dedicated to consumers’ desire to dig into the brand’s doughy delights. Giving Snapchatters a lingering look inside the tub, the ad was a much-needed reminder of a much-loved flavour.
Ben & Jerry’s also ran a sustained auction campaign to continuously reinforce its message, which meant the brand could stay top-of-mind in a highly engaging environment.
Ben & Jerry's campaign, which ran throughout July and August 2025, proved the power of high-impact takeover strategies. Its First Snap ad was seen by over 3 million Australians, while the First Snap successfully influenced the brand's target audience, from awareness through to action. More specifically, Ben & Jerry's achieved a +13pt lift in Ad Awareness from the First Snap 1, a +14pt lift in Ad Awareness amongst 18-20 year olds 1 and a +7pt lift in Action Intent amongst 21-24 year olds 1.
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