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. Each B&J's day is promoted at the store with a poster, as part of a fidelity programme.In this case, the worldwide Day of Peace, you had to bring in any element related to peace so we could invite you to a "Peace of Cake " ice cream.

We've built a database of core consumers who've agreed to recieve news about future special events at the ice-cream 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 advertisement.