BEN & JERRY'S
BEN & JERRY'S
Launching Brookie Ice cream like no other
From concept and partnerships to production and programming, AndAgencyAmsterdam delivered the activation end-to-end. After a launch with press and influencers, the pop-up transformed into a week-long consumer experience with workshops, custom patch designs and brand collaborations.
THE RESULTS:
IMPRESSIONS
19M
PR VALUE
€182K
CLIPPINGS
439
OUR APPROACH:
We designed the Brookie pop-up as a consumer first activation, shaping a locally rooted experience through creative strategy, PR and brand partnerships, and made a pop up where & ice cream meets creativity, culture and community. We activated local artist Sioe Jeng Tsao, whose exclusive patch design empowered visitors to express their values, tapping into the growing patch and collector culture. We joined forces with Quinn's Institute to show fans how to upgrade their clothing with patches, giving them a reason to engage further with
the Ben & Jerry's community and reinforcing how small statements make a big impact. Rather than an influencer-only event, we chose to build a consumer activation, inviting fans to experience the pop-up themselves. Singer Bizzey elevated the opening with a live performance, setting the vibe for the week ahead. Together, culture, creativity and community turned a product launch into a highly shareable brand experience.