NEW YORK—Ben & Jerry’s, the Vermont-based ice cream company, has appointed M Booth & Associates as its public relations agency of record. The firm’s consumer marketing group will create strategic media-based initiatives around new products and Ben & Jerry’s 25th anniversary in 2003.
According to Chrystie Heimert, Ben & Jerry’s director of public relations, M Booth was selected in part because of its “extensive experience in executing consumer media relations programs and events. The agency’s long history of commitment to important public issues such as civil rights and the environment also make it the perfect partner to help communicate Ben & Jerry’s social missions.”
Ben & Jerry’s was founded in 1978 in a renovated gas station in Burlington, Vt., by childhood friends Ben Cohen and Jerry Greenfield. The company, now owned by Unilever, distributes ice cream, frozen yogurt, sorbet and novelty products nationwide and still works to employ its mission statement in as many day-to-day business decisions as possible.