What does ice cream have to do with art, culture and activism? When the brand is Ben & Jerry’s, it’s not even a question.
Today, Ben & Jerry’s, a brand already known for its advocacy on issues ranging from criminal justice reform to refugee rights, is launching a new podcast in partnership with Vox Media. The show, “Into the Mix: A Ben & Jerry’s Podcast About Joy and Justice,” will feature host Asheley C. Ford (author of the memoir “Somebody’s Daughter”) interviewing prominent cultural figures about how they’ve used their influence to champion social change.
“As you know, Ben and Jerry’s is a somewhat unique brand. We have this unique place that we sit in between arts, culture and activism,” said Chris Miller, Ben & Jerry’s global head of social activism. “We were founded 44 years ago by hippies who rode the first wave of corporate social responsibility and infused our company with the values that define how we do business.”
Part of the way the company does business is to interact with their consumers on shared values, particularly those that promote “progressive social change” and economic and social justice, Miller said. In recent years, that has come about through the company’s in-house content production, which has produced more than 100 pieces of long-form content around social issues.
“We’re always looking for innovative ways and new channels to reach our fans,” he said.
Into the Mix is the second podcast for the Ben & Jerry’s brand. Last year, the company launched “Who We Are: A Chronicle of Racism in America” a six-part podcast that focused on telling the story of institutional racism in America. “We saw that as a real success. It had a large following and great feedback,” Miller said. “This is taking the next step and not having a limited series on one issue, but having a whole platform for the brand.”
The first episode of the Into the Mix podcast features musician and activist John Legend speaking about racism in the criminal justice system, the importance of voting rights and his efforts to dismantle structural racism at a local level. Other guests will include environmentalist Bill McKibben and singer/activist Patti Smith.
Though Ben & Jerry’s is the presenting sponsor of the Into the Mix podcast, the audience shouldn’t expect conversations to revolve around ice cream. The brand will have mid-roll segments during the program, but is not scripting the programs or dictating content, Miller said.
“This approach is very much rooted in this idea that the strongest bonds and connections you can make between your product and fan base are a shared set of values,” he said. “This is a powerful way to advocate for change in the world while also building a beloved brand.”
