Media outlet BuzzFeed partnered with Ben & Jerry’s to promote the ice cream brand’s vegan line from November 1 (World Vegan Day) until November 7. The partnership is the first time BuzzFeed offered a week-long sponsored content package—where advertisements and editorial content support Ben & Jerry’s vegan line across its platforms. The collaboration is an effort to relate to the brand’s overlapping consumer base, which BuzzFeed reveals is highly receptive to vegan-related content. “We decided to develop this into a vegan-themed week, which allows us to do a deeper dive into the topic and provide a wealth of articles and videos,” Buzzfeed campaigns manager Ailbhe Malone told The Drum. Brant McLean, BuzzFeed’s senior vice-president of strategy, explained that the campaign was created with an “audience-first approach,” ensuring that its readers are being properly represented. “We are offering brands the opportunity to own meaningful conversations around relevant topics and will continue to identify more white space,” McLean said. In 2016, Ben & Jerry’s debuted four almond milk-based flavors before expanding its vegan line last year to include nine pints (and mini ice-cream cup varieties), representing 20 percent of its total product line.
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