SOUTH BURLINGTON, VT: Ben & Jerry's has appointed M. Booth & Associates as its PR agency of record to carry out media relations for new products and the ice-cream company's 25th anniversary this year.
Ben & Jerry's, which Unilever purchased in 2000, maintains the reputation of a company devoted to social and environmental causes. One of its first projects with M. Booth was its annual free cone day, held on April 29, in which scoop shops pair with charities to raise money otherwise spent on ice cream.
"This is a significant account because it's one of America's premier brands," said M. Booth VP Julie Masow, who will lead the agency's team of four staffers from the consumer marketing division. "M. Booth and Ben & Jerry's are a great fit because M. Booth began as a public-issues agency, and we share Ben & Jerry's commitment to positive social change."
Ben & Jerry's has previously worked with Nike Communications. Phone calls to the company were not returned as of press time.