by Sophia Borghese
Social Media is a place where we go to interact with our friends, or more like where we go when we have no friends at the moment. In some cases, the only true friend we’ll ever come in contact with is food. While human friends might not always be there for us, food always is.
Because food is so good to us, we like it and we choose to show that on Facebook, Twitter and Instagram with thumbs and hearts. Every time a new recipe gets whipped up, every time a new food hack is taught and every time a new food reaches the shelves of our favorite grocery stores, social media informs us all and many people smile. Since people have such respect for food, often times these posts are #SocialWins.
In recent, Ben & Jerry’s had their own #SocialWin. The seemingly progressive peaceful and loving ice cream brand from Vermont did something revolutionary and introduced four new dairy free ice creams… What? No, seriously #WTF? Weren’t we taught as kids that all ice cream came from cows jumping over fences? Well, perhaps New Ben & Jerry’s Non-Vegan is here to prove us all wrong.
In the past, one finding out that they (or their children) were lactose intolerant meant giving up plenty of amazing foods, most of which include dessert items. Because this loved ice cream brand has created such certified vegan, dairy-free treats, no one will ever have to give up what they once loved anymore. Four amazing flavors, including two classic Ben & Jerry’s flavors (Chocolate Fudge Brownie and Chunky Monkey) will be offered in this line of ice creams (or frozen desserts as they’re technically called).
In terms of social networking, Ben & Jerry’s shared the ice cream’s February 4th, 2016 launch on Facebook the day before and the love slowly blew up.
Many people with vegan friends have a hard time understanding why their friend would even think to live without meat or dairy, so as they view the diet as a #StruggleIsReal thing, they sympathize with every vegan they know in life. The fact so many non-vegans like Ben & Jerry’s on Facebook, they were the first to see the new products introduced, and with their sympathy they shared the news with all their vegan (or dairy-free) friends.
Slowly but surely, a couple simple photos on Instagram and some short Tweets turned into quite the viral content. First it was on Ben & Jerry’s Facebook page, then it was on merely every vegans personal page and then BuzzFeed, Her Campus and Today (to name a few) were buzzing hardcore about this.
The secret to this 57,500 thumb up earning campaign was Ben & Jerry’s understanding of their consumers and of course their emotions. This ice cream company certainly knows that food hits and emotional spot in the hearts of people, so why not hit that spot with a food that a certain group of deprived individuals were once deprived of. Inventing the ice cream was a good idea, but they way they advertised it was brilliant and a #SocialWin!!
“Facebook Logo.” Ben & Jerry’s. N.p., n.d. Web. 08 Feb. 2016. https://www.facebook.com/benandjerrysUS/posts/10153539637146461?comment_id=10153539696586461¬if_t=comment_mention
“Introducing Ben & Jerry’s Non-Dairy!” http://www.benjerry.com. N.p., n.d. Web. 08 Feb. 2016. http://www.benjerry.com/flavors/non-dairy
Jerry’s, Ben &. “Introducing Our #nondairy Line – Certified #vegan, Made with Almond Milk, and Oh so Creamy! Https://t.co/P3coMEmA0T Pic.twitter.com/akvBYrFp1x.” Twitter. Twitter, n.d. Web. 08 Feb. 2016. https://twitter.com/benandjerrys/status/694883294484238336
“Ben & Jerry’s Made Non-Dairy Ice Cream And Vegans Are Losing Their Minds.” BuzzFeed. N.p., n.d. Web. 08 Feb. 2016. http://www.buzzfeed.com/juliegerstein/ben-and-jerrys-made-nondairy-ice-cream-and-vegans-are-losing#.bml2q9Pek
“Ben & Jerry’s Finally Has Vegan and Dairy-Free Flavors.” Her Campus. N.p., n.d. Web. 08 Feb. 2016. http://www.hercampus.com/news/ben-jerrys-finally-has-vegan-and-dairy-free-flavors
“Vegans Rejoice! Ben & Jerry’s Launches New Line of Non-dairy Ice Cream.”TODAY.com. N.p., n.d. Web. 08 Feb. 2016. http://www.today.com/food/vegans-rejoice-ben-jerrys-launches-new-line-non-dairy-ice-t70991