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Ben & Jerry's begins To the Core contest

Unilever Canada has begun a contest promotion for its Ben & Jerry's ice cream brand. The promotion is in support of the Canadian launch of a new product called Ben & Jerry's Cores. It takes the for of an online scavenger hunt. Each day from Aug. 18 to 22, the brand will release clues on its social media pages. Consumers who solve the puzzle will “unlock The Core” and become eligible for various prizes. The brand will distribute approximately 13,000 prizes to winners, including branded merchandise, swimsuits, a parka and the grand prize of free ice cream for a year.

“Ben & Jerry's Cores ice cream gives you more of what you love, so we wanted to give our fans the chance to win even more with the ‘To the Core’ digital scavenger hunt,” said Chelsea Choy, marketing lead for ice cream at Unilever. “We have more than 13,000 prizes to give away each day of the contest, so it's anyone's game, but you'll have to put on your thinking caps for this one to solve the puzzles and get to the Core.”

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