Ben & Jerry’s has launched a media campaign to support its new Cookie Cores range.

The £3.5m marketing campaign is in action now and includes TV, VOD, cinema, digital, experiential and in-store activity, as well as plans to reach out to ice cream lovers with a Ben & Jerry’s style sampling campaign.

Ben and Jerry’s Cookie Cores have an rrp of £4.99 and are available in retail cases of eight.

Alessandra Salvo, brand manager for Ben & Jerry’s Ice Cream, said: “We’re excited to reveal the latest advert for our delicious Cookie Core range, and have our very own Woody caught in the downpour of our cookiest family members yet. We are, and always have been, a values-led business. This new creative presents an opportunity to share with fans how we make ‘the best possible ice cream in the nicest possible way’ using Fairtrade ingredients and milk and cream from our caring dairy farms.”