Triggerhouse

Ben & Jerry’s: Non-Dairy Tour

Nationwide

Challenge

To support the relaunch of Ben & Jerry’s Non-Dairy frozen dessert line, Trigger(House was asked to plan and execute an immersive seven-city tour focused on sampling the reformulated oat base.

Approach

T(H headed to New York City for an exciting launch event at LUME Studios, followed by stops at scoop shops in six additional cities. At each stop, guests walked through a giant custom-fabricated pint door, into an immersive space filled with creamy, dreamy-inspired wall projections, decor, and a larger-than-life photo op. Media and influencers turned in special T(H-designed “golden” tickets for exclusive screen-printed posters, while additional tickets were hidden around the activation for guests to find. T(H handled all tour logistics, asset design, fabrication, staffing, and event layout and flow.