Since 2018, Spitfire has been a central partner to Ben & Jerry’s in its pursuit of fair and just opportunities for communities of color, citizens returning after incarceration, and other communities whose voices are too often ignored in today’s policy climate. That work has paid off in every way possible – Ben & Jerry’s routinely drives its fans to take action on issues of the day from climate justice to police reform, and internal metrics show that the company’s social mission work deepens brand loyalty and leads to greater sales. Authentic values combined with clever communication can cut through the clutter even in today’s crowded landscape and make serious change.
To be successful in this effort, Spitfire’s team draws on our deep expertise in shifting attitudes, behaviors and beliefs around racism, oppression and opportunity. Beginning in 2018, Spitfire began collaborating with Ben & Jerry’s social mission team to shape its narrative in support of the Poor People’s campaign. To help the company define and amplify its work, we created an in-depth messaging guide — complete with compelling, tested points on social, economic and racial justice.
Since that time, Spitfire has partnered with Ben & Jerry’s on multiple issues, including defunding the police, getting out the vote, dismantling white supremacy and explaining why the company made the step to stop selling ice cream in the Occupied Palestinian Territories. Over the course of our work together, Ben and Jerry’s came to rely on the Spitfire team as trusted counsel for its most senior and external-facing leaders. This has meant prepping the social mission team to speak to the board of directors about some of the more politically challenging topics and engaging franchise owners in support of the company’s commitment to criminal justice reform at the company’s global franchise meeting. It’s also led to an ongoing role as campaign and outreach adviser, with Spitfire reviewing content to ensure it fits with the company’s overall conversation with its fan base and providing thought partnership to leverage the corporation’s role in conversations in the news from marijuana legalization to women’s rights, voting rights and anti-Semitism. Our work together has run in outlets including The New York Times and the Wall Street Journal.
