The activity, devised together with experience and licensing agency Hot Pickle, features a Ben & Jerry’s iconic VW camper van visiting a number of London areas throughout the summer, until 28 August.
This Saturday (23 July) the van will be offering fans at Westfield Stratford the chance try some free Ben & Jerry’s 'ice cream sand‘wich up pint', which includes vanilla ice cream with a chocolatey cookie swirl, chocolatey cookie sandwiches & cookie dough chunks).
As part of the initial activation, visitors were given the chance to create their own ice cream sand‘wich, made from a choice of four classic Ben & Jerry’s flavours and using cookies from Luminary Bakery in East London.
The activation will conclude at the Truman Brewery on 28 August.
In June, Ben & Jerry's fans across London were given the chance to win free ice-cream deliveries as part of the brand's partnership with Deliveroo and the brand also gave away free samples of ice cream to mark its 37th annual Free Cone Day, held in April.For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.