To celebrate National Ice Cream Day on July 20, Ben & Jerry’s is bringing an extra dose of happiness to Toronto with a unique brand activation called “Doughlivery.” Over three days, from July 18 to 20, Torontonians will have the chance to enjoy free ice cream delivered straight to their doors or served directly in the streets.
Benjamin Finn, marketing lead for ice cream at Unilever, explains that the campaign was designed to embrace the hot summer weather and offer sweet relief during the city’s warmest days. Through the Doughlivery campaign, Ben & Jerry’s aims to meet fans where they are — at home or out enjoying the summer — delivering free pints via Uber Eats and offering complimentary scoops at Toronto’s The Well shopping mall on National Ice Cream Day.
According to Finn, the idea was driven by two main insights: first, the peak summer heat when people crave ice cream the most, and second, the increase in food delivery orders during hot weather. By partnering with Uber Eats, Ben & Jerry’s ensures fans don’t have to leave their homes to enjoy their favorite flavors.
This strategy also aligns with the brand’s broader investment in digital commerce, making it easier to connect with fans through multiple channels. The Doughlivery campaign combines a surprise-and-delight experience with the brand’s core values of community engagement and fun.
Ben & Jerry’s emphasizes creating authentic and joyful moments that resonate with their audience. By bringing free ice cream directly to fans and offering in-person experiences downtown, the brand fosters community connection in a fun and memorable way.
The activation also reflects the company’s desire to encourage social sharing and generate buzz, with a strong focus on experiential marketing. For Ben & Jerry’s, success means deepening relationships with loyal fans, attracting new ones, and creating moments worth sharing.
Early reactions to the campaign have been overwhelmingly positive, with strong engagement on social media and enthusiastic participation from the Toronto community.
As Finn notes, while the excitement surrounding Ben & Jerry’s is no surprise, the sheer joy and spontaneous reactions of fans continue to remind the brand of the deep connection people feel toward their favorite ice cream. Through Doughlivery, Ben & Jerry’s delivers not just ice cream, but moments of happiness during Toronto’s hottest summer days.
