Contact : GRACE MCKEVITT, Communications Director
847-857-1139
grmckevitt@gmail.com
FOR IMMEDIATE RELEASE
BEN & JERRY’S NEW DOGGIE DESSERTS HAS A PAWS-ITIVE IMPACT
YOUR PET’S NEW DESSERT AND ITS NEW PHILANTHROPY.
BURLINGTON, VT [April 25, 2021] - Along with the launch of Doggie Desserts, the Ben & Jerry’s Foundation simultaneously launched their “Paws-itive Project” campaign. The Ben & Jerry’s Foundation was established in 1985 to “further social justice, protect the environment and support sustainable food systems” through “non-violent, thoughtful and strategic approaches” within grassroots campaigns in order to make this social change a reality (“About Us,” 2020). The “Paws-itive Project” works to deepen the relationship between loyal Ben & Jerry’s consumers and the brand’s social justice projects.
The “Paws-itive Project” encourages consumers to collect the paw prints in the lids of Doggie Dessert containers. These paw print shaped tabs have financial value and range from $0.25-$10 a piece. Customers just have to go https://benandjerrysfoundation.org/ and enter the code on the back of each paw to calculate the total “Paw Pennies” they raised. Then, users can browse from the variety of activism and social justice causes supported by the Ben & Jerry’s Foundation. Ben & Jerry’s tells users to “collect the paws and choose your cause.” These causes range from police reform, mental health, LGBTQ+ rights, environmental sustainability, Black Lives Matter, accessible healthcare, and more. According to their foundation’s website, these doggie-donations go to community & ally outreach, leadership development, popular education, campaign development, coalition building, direct action and more (“About Us,” 2020).
“We know that dog owners are some of the most compassionate and driven individuals out there. They care for their pets and their communities very deeply. That’s why the launch of Doggie Desserts seemed like the perfect opportunity to further our philanthropic efforts,” said Matthew McCarthy, the CEO of Ben & Jerry’s.
Ben & Jerry’s feels confident that both Doggie Desserts and the “Paws-itive Project” will thrive in 2021 thanks to their target consumer. The median age of dog owners is between 41-43, however, the brand has decided to target a slightly younger age group. Specifically, Ben & Jerry’s will rely on the tendency of millennials to be open to social justice reform and passionate about mental wellness (Marie, 2019).
The commitment of Ben & Jerry’s to environmental protection and sustainable production methods makes them a favorable candidate among millennials. According to category insight reports, 2020 saw an increasing push for environmentally sustainable pet products, especially among younger pet owners (Owen, 2020). Furthermore, 56% of consumers who buy pet food say they try to buy from environmentally friendly companies (“For a Lower,” 2020).
The idea of this project has been in the works for about 4 years now. “The Ben & Jerry’s Foundation maintains a very deep connection with our employees. However, we have always struggled to further integrate the customer with our decision making process. We know how passionate our customers are about social change and wanted to provide an opportunity for us all to make this change together,” said McCarthy.
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Ben & Jerry’s is one of America’s leading ice cream brands and has been providing gourmet pints since 1978. The company is known for its wide variety of flavors and its commitment to social justice. Ben & Jerry’s integrated into the dog treats category in 2021. https://www.benjerry.com/