Ben & Jerry’s: Justice Remix
St. Louis, MO
Challenge
Execute a hyper-focused sampling tour in the St. Louis area that serves up ice cream scoops with a strong message of equality—supporting the Advancement Project and the Close the Workhouse Coalition in their efforts to close the Workhouse, a jail in St. Louis.
Approach
With less than two weeks to plan and activate, Trigger(House was able to deploy a tour team with a branded vehicle to the area. Armed with loads of Ben & Jerry’s ice cream and a mission, the team was able to secure three consecutive weeks of local events for sampling and campaigning, including a public press event at City Hall hosted by Ben Cohen (founder of Ben & Jerry’s).
Results
Over the course of the month, we scooped a whopping 13,420 scoops of ice cream at 27 separate events and helped more than 1,500 people take action to join the movement to close the Workhouse jail.
