The Challenge

Ben & Jerry’s wanted to revive their much-loved Sundaes on the Common festival (2004–2013) with a fresh identity and energy for a new generation. The challenge was to deliver an immersive branded experience that celebrated ice cream, community, and music, while raising funds for good causes.

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The Idea

We reimagined the festival as a multi-stage, family-friendly live event in iconic UK locations. By combining brand activations, live performances, and interactive experiences, the new format captured the playful spirit of Ben & Jerry’s while creating lasting social impact.

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The Experience

• Sundaes on the Pier 2022 – Hastings Pier
  Year one launched with a sell-out 4,000-capacity festival. Guests enjoyed multiple music stages, unique brand activations, and entertainment that resonated with ice-cream lovers of all ages. The event raised thousands for charity, with Good Life overseeing every element from concept to completion.

• Sundaes in the City 2023 – Bristol, Lloyd’s Amphitheatre
  In year two, capacity expanded to 5,000 festivalgoers with an even broader programme. Despite competing in Bristol’s busy summer calendar, the event sold out three months in advance and raised over £45,000 for local refugee charities.

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The Results

The revival of the Ben & Jerry’s Sundaes Festival delivered on every level:

• Two consecutive sell-outs in major UK destinations.

• Significant charity fundraising and community engagement.

• A successful repositioning of Ben & Jerry’s as a brand that creates fun, socially conscious experiences.

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