Ben & Jerry's uses renegade advertising in U.K.

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LONDON -- Ben & Jerry's, the U.S.-based super premium ice cream marketer that gives 7.5% of pre-tax profits to charities, has scooped out its U.K. advertising account to Renegade, the London-based advertising and public relations agency formed in November. Renegade will handle the ice cream brand's first serious advertising campaign since its arrival in the U.K.

Renegade will mount a $800,000 summer campaign with a goal of creating a distinctive personality for the brand and to encourage trial, especially among Haagen Dazs users. Ben & Jerry's is introducing new packaging and a number of new flavors in the U.K., where it has increased distribution through major multiples.

Copyright April 1998, Crain Communications Inc.

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