Instead of creating a perception of creating just another delicious ice cream brand, Ben & Jerry’s has been working to generate a positive brand perception by adding an essential ingredient to their marketing strategy.
This essential ingredient has helped it retain its market position by delivering what customers want without trying to spend to much time attempting to predict what that is.
So, what exactly is it?
The Most Important Ingredient
B&J has kept its small-town charm, from the simple ‘Arch’ logo that stands clearly on the box and the delightfully-named flavor, to ‘happy cows’ and eggs from cage-free hens. But after all, ice cream is ice cream, right?
Not so with B&J. Because it’s not just the ice cream they’re making, but rather an emotional connection with its consumers. With its promise of “making the world a better place, one scoop at a time,” it has always worked hard to create an emotional connection with its consumers, aiming for strong brand loyalty.
As a company with a purpose, its commitment to social responsibility and environmental sustainability is shown through its campaigns, prioritizing issues like climate change, equality, and fair trade. Having this purpose has helped the company earn one of its greatest customer loyalty, which it largely achieves through storytelling.
One other thing that B&J works on is maintaining a solid communication with their audience, by engaging with fans is through events and promotions. They also run contests and giveaways, giving fans the opportunity to win exclusive merchandise or experiences. These events and promotions not only create excitement but also a deeper connection between the brand and its audience.
B&J actively seeks ideas on new flavors, packaging designs, and even social and environmental initiatives. By doing so, its audience has become an active part in the decision-making process. This way, the company saves time by not having to guess what its customers want.
B&J Customer-Pleasing
B&J uses its marketing campaigns to share stories of individuals and communities that have been positively impacted by its social initiatives, like in this YouTube video. This storytelling approach not only engages consumers, but also inspires them to be a part of the change. For them, B&J isn’t just a product but a full-service customer experience and, more importantly, customer loyalty.
And breaking this loyalty into its main ingredients, you get creation, communication, and education.
1. Creation
Chunky Monkey, Goodbye Yellow Brickle Road, and many other B&J ice cream names celebrate people and events. One of the best-selling ice creams, Cherry Garcia, was named for Grateful Dead singer Jerry Garcia. ‘Yes, Pecan!’
B&J is also ahead in creativity in terms of its unpredictable flavors. B&J Flavor Gurus are the mad scientists behind every flavor. They explore the newest food trends, and they’re ready to try anything. Anything goes, from potato chips to passion fruit. And there’s always a space for customers’ ideas, including Cherry Garcia and Half Baked, the latter of which is a partnership with B Corps Greyston(Opens in new window) & Rhino Bakeries.
Another important ingredient is the eye-catching, playful product design. The brand uses vibrant colors and packaging that would look appealing to consumers and would change according to the name and flavor.
2. Communication
As B&J works to expand the customer experience, its strategy is thinking of the customer as an educator and an advisor. The communication between the brand and customers tends to occur as naturally as possible, listening to them and applying new ideas inspired by them.
This may partially explain why B&J has relied on consumers to build a marketing strategy by using exactly what they wanted. As B&J’s current CEO, Matthew McCarthy, said that conducting too much market research can lead to mediocrity. By doing so, the company hopes to provide some sort of freedom for research and development teams to come up with new special flavours. This, says McCarthy, is key to standing out in a competitive market.
Besides consumers, B&J’s content marketing also relies on collaborating with other brands and organizations to create limited-edition flavors. This also allows them to create meaningful connections with their target audience.
These collaborations create excitement among its loyal fans and help to introduce its ice cream to new audiences. Some popular collaborations include Netflix & Chill’d in partnership with Netflix and The Tonight Dough with The Tonight Show Starring.
3. Education
B&J uses its social media to provide value and raise awareness about social and environmental issues, like this YouTube video. The company’s reasoning? Because, in the end, consumers are the ones who have the power over purchasing and making important real-life decisions.
The company has taken bold stances on controversial issues, such as marriage equality. For that, it hosted a same-sex wedding at a Scoop Shop in Washington DC in 2010. Then, in 2015, it partnered with Australians for Marriage Equality to launch Equality Calling, urging Australian citizens to contact their MP in support of marriage equality.
And its support also extends to other important issues, such as climate justice and voter turnouts.
Through its social media channels and website, B&J shares videos, graphics and blog posts to encourage customers to take actions or raise their awareness about a specific issue.
You can find a timeline marking the most important causes in which they participated in on B&J’s website.
And the Secret Ingredient Is…
Most companies invest resources in trying to attract new clients rather than please their current ones. As a result, end customers tend to feel unappreciated. and brand loyalty starts declining. But this is not the case with B&J.
B&J keeps its focus on its customers and the things that matter to them. That often includes issues such as climate change, voting rights, fair trade and fair trade. And partnerships permit the company to delight new potential customers who may not have given them a shot before, and as always, earn more buzz on social media in the process.
So, when you enjoy a scoop of Ben & Jerry’s, you are not only treating yourself to a tasty treat, but you are also “making the world a better place.”
This article was syndicated by MediaFeed.org.
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Best July 4 Foods, From BBQ & Steak to Pies & Popcakes
It’s almost the 4th of July, which means that summer has finally arrived. Swimming pools are opening up for the season, shorts and sandals are coming out, and it’s time to get grilling!
Independence Day weekend is the perfect opportunity to kick back, get together with friends and family, and celebrate the summer in style. And while there’s nothing wrong with tossing some supermarket-grade hot dogs and frozen burgers onto the grill, why settle when you can truly impress your guests with the best 4th of July party foods you’ll find anywhere?
From wagyu steaks to authentic Texas barbecue to Prime burgers and patriotic desserts, the best foods for your July 4th party are shipping straight to your door in time for the holiday.
WHAT IS THE MOST COMMONLY SERVED FOOD ON 4TH OF JULY?
If it tastes like summer, then it’ll taste great on the 4th of July! These classic summertime staples are guaranteed to put you and your guests in a festive mood.
- Barbeque
- Burgers, Steaks & Hot Dogs
- BBQ Sides
- Desserts
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Kings BBQ was founded more than 75 years ago in Kinston, NC, when Wilbur King started serving food using family recipes and traditional Southern cooking methods. This BBQ Oink sampler pack includes all of Kings’ top sellers, including their signature vinegar-sauced hand-chopped pork, pork ribs, Brunswick stew, potato salad, and more.
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Louie Mueller Barbecue, a hallowed name among Texas BBQ aficionados, has been serving authentic barbecue since 1949 from its no-frills, family-run joint just outside Austin. Sometimes called “Dino Ribs,” these Colossal Smoked Beef Ribs are some of the meatiest beef ribs in Texas. They’re rubbed with just salt and cracked black pepper before being slow-smoked over post oak.
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Southside Market has been serving Elgin (known as the Sausage Capital of Texas) since it first started smoking meet in order to preserve it in 1882, and today it’s one of the state’s most renowned BBQ joints. Perfect for the grill, these Bacon-Wrapped Cheddar Jalapeno Cheddar Sausage Slammers are smoked low and slow over real Texas post oak wood.
(Related: What are Burnt Ends?)
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Part of Danny Meyer’s Union Square Hospitality Group, Blue Smoke has been serving Southern style barbecue in the Big Apple since 2002. This Backyard BBQ Picnic has everything you need to delight your guests, including Blue Smoke’s legendary pulled pork, chopped smoked brisket, Baby Back Ribs, and Backyard Barbecue Chicken, plus mac and cheese, creamy coleslaw, cornbread muffins, chocolate chunk cookies, and bottles of Blue Smoke’s Memphis and Kansas City Barbecue Sauces.
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80+ year-old Tootsie Tomanetz is a Hall of Fame Pitmaster, and Snow’s BBQ is where she has practiced her craft since opening Snow’s BBQ in 2003. Texas Monthly declared her brisket to be the “#1 BBQ in Texas” and she’s been showcased on Netflix’s “Chef’s Table,” andthis “Best of Texas BBQ” Combo demonstrates what put her on the map, with tender St. Louis pork ribs, juicy smoked sausage, and signature velvety oak-smoked brisket.
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It’s not a true Chicago hot dog unless it’s a Vienna Beef dog, which debuted at Chicago’s World’s Columbian Exposition in 1893. This Chicago-Style Hot Dog Kit includes their all-beef franks, buns, sport peppers, green relish, yellow mustard, and celery salt – just add tomato, onions, and pickle spears for the complete experience!
(Related: America’s Regional Hot Dog Styles)
Vienna Beef
From world-renowned Spanish chef José Andrés, his Basque-inspired “Txuleburger” is made with 60-day dry aged chopped ribeye steak from Pat LaFrieda, and it’s topped with a special Burger Sauce (made with olive oil mayonnaise, ketchup, mustard, chipotles, and hot sauce), American cheese, and pickled piparra peppers from the Basque Country, and tucked into a soft brioche bun!
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In New York City, Pat LaFrieda is synonymous with top-notch beef. Founded as a Brooklyn butcher shop by Anthony LaFrieda in 1922, the New York butcher has been passed down through the generations and is today run by LaFrieda’s great-grandson, Pat, who supplies meat to some of New York’s top restaurants. This Steak & Burger Sampler includes the Gold Label Burger blend and best selling dry-aged bone-in ribeye steaks, both perfect for the grill.
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From the dapper co-host of “The Kitchen,” frequent “Chopped” judge, and renowned New York chef, Chef Geoffrey Zakarian’s “Ugly Burger” is actually a real beauty. A Certified Angus Beef patty is tucked into a fresh-baked onion bun and topped with Gruyere cheese and pickled cucumber, onion, and jalapeño before being finished with a signature sweet & tangy burger sauce. Served with a side of crispy fries!
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Enjoy the grill kit of your dreams all weekend long with this Weekender Box from Keens Steakhouse, one of New York’s most legendary steakhouses since 1885! Fit for a crowd, it includes four eight-ounce burgers & buns with pickles on the side, two eight-ounce filet mignons, two eight-ounce sirloin steaks, four thick-cut bacon strips, a bottle of Keens Steak Sauce, and a Keens t-shirt!
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Since its 1978 founding by brothers Philip and Jerry Lawler with little more than a pit smoker and a handful of hickory, LawLers Barbecue has become an Alabama BBQ icon. Their BBQ Signature Sides – creamy mac & cheese, sweet & smoky beans, tart & crunchy vinegar slaw, and classic potato salad – are perfect for any cookout.
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The Loveless Cafe has become a Southern landmark thanks to its quaint country charm and good lookin’ cookin’ ever since Lon and Annie Loveless opened its doors in 1951. This Southern Sides Sampler Pack includes one of each of the Loveless Cafe’s famous southern sides—mac & cheese, hashbrown casserole, and creamed corn.
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Located down an alley in the heart of Memphis, Tennessee since 1948, Charlie Vergos’ Rendezvous is dry-rub barbecue heaven. Rendezvous is famous for their Memphis charcoal ribs but locals will tell you that the BBQ Nachos are where it’s at, topped with pulled pork, creamy cheese dip, sliced jalapeños, BBQ sauce, and BBQ seasoning.
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Mighty Quinn’s founder and pitmaster Hugh Mangum, who opened the barbecue joint in the East Village in 2011, has taken the best of both worlds and created one of the absolute best BBQ joints in New York City. This is a combo pack of his most famous BBQ sides:
- Sweet Potato Casserole with pecans & maple syrup,
- Creamy four cheese Mac & Cheese,
- and Burnt End Baked Beans.
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Established as a small Italian grocery in 1952, Angelina’s of Maryland is renowned for its Maryland crab cakes made with heaps of jumbo lump Atlantic blue crab. The perfect upscale appetizer or snackable side dish for a crowd, these Mini Crab Cakes are made with 100% blue crab meat with just a little bit of bread crumbs and seasoned mayo to hold them all together.
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Famous for their crave-worthy cream pies, “crunch pies,” and old-fashioned double-crusts, Betty’s Pies in Two Harbors, Minnesota, has been baking handmade pies since the 1950s. This French blueberry cream pie is made on a graham cracker crust filled with a cream cheese and whipped cream filling and topped with wild Maine blueberry filling and a hint of almond.
(Related: Funfetti Cakes and Treats Worth Celebrating)
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Chef “Scottish Francis” Legge (who starred on season 5 of “Masterchef”) and his wife Christine are so obsessed with proper shortbread that they launched Shortbread Society with a recipe based on Legge’s Granny Pearl’s treasured recipes, with a decidedly NYC twist. This 4th of July Cake Batter Buttercream Shortbread is rich and delicious, topped with creamy buttercream.
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Located on the historic Key West Bight since its founding in 1993, Kermit’s Key lime pies are the real deal. Made with their in-house key lime juice and topped with fluffy whipped cream, this classic Key lime pie features a traditional graham-cracker crust and a rich, tart filling that is just scrumptious.
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Brooklyn bakery Mini Melanie was founded in 2015 by sisters Diana Moss and Melanie Moss, a former pastry chef at New York’s Babbo and Blue Hill at Stone Barns. To make these cake pops, vanilla sprinkle cake filling is mixed with red, white and blue sprinkles and then coated in white chocolate and covered in more red, white and blue sprinkles.
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Wendy and Dave Achatz have been concocting some of the nation’s best pies since 1993, when they started baking in their Victorian home in Armada, Michigan. Many of their recipes and techniques have been passed through generations, including this Crumb-Topped Michigan 4-Berry Pie, which is made using locally grown tart cherries, blueberries, raspberries and blackberries and is the perfect summer dessert.
This article originally appeared on Goldbelly.com and was syndicated by MediaFeed.org.
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Featured Image Credit: mmac72/Istockphoto.
