Ben & Jerry’s Flavour Tour

IDEA
If ice cream went on tour, every flavour would be the headliner.

INSIGHT
Ben & Jerry's wasn't born in a boardroom — it was born in Vermont in the 1970s, rooted in counterculture and joyful rebellion. Most influencer PR ignores a brand's DNA entirely. This campaign leaned all the way in: if the brand has always been groovy, the experience should be too.

CONCEPT
A 70s-inspired “Flavour Tour” brought to life through a groovy school bus activation, where each ice cream flavour became a headlining act. The experience extended through custom PR kits designed to feel like a concert package.

EXECUTION
Custom PR boxes shaped like a retro school bus landed with 15 hand-selected Canadian food influencers. Inside: concert ticket-style coupons tied to individual flavours, a personalized letter written for each recipient, and event-style flyers highlighting flavour “headliners.” Vinyl-inspired coasters linked to a curated 70s Spotify playlist — extending the experience beyond the unboxing. Every influencer was selected for their cultural alignment with the brand, not just their follower count.

MY ROLE
Conceived the Flavour Tour concept and developed the campaign from the start to finish. Wrote all copy across every PR asset — from the personalized influencer letters to the concert flyers and coupon messaging. Collaborated with a designer on visual direction, personally sourced and selected all 15 influencers, and oversaw execution to ensure a cohesive, culturally-driven experience throughout the campaign.

IMPACT
The campaign reached 15 of Canada's most culturally relevant food influencers with a fully immersive, shareable experience — one that felt true to who Ben & Jerry's has always been. By anchoring the concept in the brand's 70s roots, the activation didn't just generate content; it reinforced brand identity.