TWO NEW ICE CREAM FLAVORS are driving traffic to Target stores.
Ben & Jerry's Berry Voluntary and Brownie Chew Gooder are available exclusively at the chain as part of “Scoop it Forward” — a program encouraging volunteerism with ice cream.
The flavors that combine strawberry cheesecake ice cream with white chocolate chunks and raspberry swirls, and vanilla caramel ice cream with fudge brownies and a caramel swirl were designed to call consumers to action.
“They were specifically created to encourage and reward,” said Sean Greenwood, spokesman for Ben & Jerry's.
Available in mini-cups for $1.25 and pints for $3.50, the flavors can also be obtained for free.
Consumers simply visit www.volunteermatch.org/scoopitforward to find opportunities in their neighborhoods.
After registering for a specific activity and forwarding the opportunity to five friends, that person and each of their friends receives a coupon for a free pint of Ben & Jerry's ice cream, redeemable at Target stores, while supplies last.
The retailer, which gives 5% of its weekly income back to the community, decided to incentivize shoppers this way, said Greenwood.
“Target approached us with the idea not only to match up some of the world's best ice cream with a great social mission opportunity, but also to leverage a partnership with VolunteerMatch.org,” he said.
Target and Ben & Jerry's are funding the effort.