Ben & Jerry’s: Broccoli City

Washington D.C.

Challenge

To continue cultivating Ben & Jerry’s presence in communities of color through an interactive experience at Broccoli City Festival, one of the year’s biggest black-owned celebrations of music, technology, art, & social impact. The activation should spotlight Ava DuVernay x Ben & Jerry’s flavor “Lights! Caramel! Action!™” and offer engaging giveaways and sampling.

Approach

Once inside the footprint, indecisive ice cream seekers were encouraged to spin a flavor wheel to select their sample flavor. The attendees could then take photos in a custom-fabricated giant pint swing. Finally, attendees were invited to use a free vending machine that dispensed a Ben & Jerry’s sticker, tattoo, or pint coupon to take home. Trigger(House handled all logistics, venue communication, fabrication, production support, staffing, equipment rentals, and event layout.

Results

With 50,000 festival attendees in total, over 4,500 samples were distributed over the two-day activation. Both event days went smoothly and guests enjoyed the refreshingly cold ice cream as a reprieve from the DC heat.