Ben & Jerry's Media Program

In: Business and Management

Submitted By kennewf
Words 1786
Pages 8
Ben & Jerry’s Media Campaign
William Kennedy
Southern New Hampshire University

INTRODUCTION
Born out of a renovated gas station in Vermont over 30 years ago and with unheard of different flavors of ice cream Ben & Jerry’s was created. Ben Cohen and Jerry Greenfield both grew in Merrick Long Island. They met in Jr. High and became fast friends. Jerry finished college but couldn’t get into any med schools and Ben went to college but dropped out of everyone he attended. Both realizing they were not going anywhere doing what they were doing they decided to start their own food business. Neither knew anything about starting a business but both loved eating ice cream and that made sense to them the way to go. After splitting the $5.00 cost of a correspondence class from Penn State on how to make ice cream and armed with a combined $8000.00 of their savings and a $4000.00 loan leased and old gas station in Burlington VT they opened their ice cream shop in 1978. They churned out all sorts of ice cream with chunks of their favorite things such as cookies, candies and fruits. Soon long lines were the norm at the ice cream shop. I wasn’t long after that they began to sell to restaurants, grocery stores and supermarkets. After a Time magazine featured them in a cover story as the best ice cream in the world Ben & Jerry’s went national and expanded beyond Vermont. They continued to expand operations over the years. In 2000 Unilever purchased Ben & Jerry’s for 326 million in cash.
Ben & Jerry’s was founded on and dedicated to a sustainable corporate concept of linked prosperity. Their Mission consists of three parts:
SOCIAL MISSION: To operate their company with a goal of crafting innovative ways to improve the quality of life in the communities they operate as well as globally.
PRODUCT MISSION: Produce quality ice cream with creative combinations of…...

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