Ben & Jerry's have a 'free cone day' all over the world. Inspired by this, we established several days of free ice-cream or special offers, each one with their own motive. In this case, Halloween. Each B&J's day is promoted in the store with a poster, as part of a fidelity programme.

Everyone who entered the shop in costume got one free scoop of Vermonster ice-cream.

We've built a database of core consumers who agreed to recieve news for future special events at the scoop shops, and traffic to the stores is constantly building up mostly through word of mouth, since Ben & Jerry's policy is never to use above the line advertising.