Bohemian Raspberry

Introducing Ben & Jerry’s newest flavour of 2025: Bohemian Raspberry! To celebrate the 50th anniversary of Bohemian Rhapsody, Ben & Jerry’s rereleased a special vegan edition of an old favurite honoring the legendary Queen and supporting a great cause. In partnership with the Mercury Phoenix Trust, every scoop helps fight HIV/AIDS worldwide.

To spread the word, we launched a series of eye-catching digital signs across the UK and a set of Instagram carousels telling the story behind this iconic collaboration. We also produced some mouthwatering photography for the flavour, it was simple – all we had to do was restrain ourselves for long enough to capture the perfect shot!

Get Ready to Rock Your Taste Buds

When Ben & Jerry’s decided to bring back a fan-favourite flavour with a rock ‘n’ roll twist, we knew we were in for a deliciously bold brief. Enter: Bohemian Raspberry, the 2025 limited-edition vegan ice cream created to celebrate the 50th anniversary of Queen’s iconic anthem, “Bohemian Rhapsody.” Equal parts sweet treat and social cause, this flavour wasn’t just a comeback – it was a tribute.

Originally released in 2008, Bohemian Raspberry already had legendary status among Ben & Jerry’s fans. But for this special re-release, the brand teamed up with the Mercury Phoenix Trust, the HIV/AIDS charity founded by Queen members Brian May, Roger Taylor, and their manager Jim Beach in memory of Freddie Mercury. Every scoop sold helps raise awareness and funding for the fight against HIV/AIDS – a mission that adds even more heart to an already crowd-pleasing dessert.

A Collaboration with Purpose

This wasn’t just about rolling out another flavour. It was about storytelling – amplifying the connection between music, culture, activism, and ice cream in true Ben & Jerry’s style. The challenge? To bring that story to life in a way that felt bold, beautiful, and bang on brand.

We developed a multi-channel content campaign designed to catch eyes, melt hearts, and cause some serious cravings.

Show-Stopping Digital Displays

To take over high-traffic areas and make an instant visual impact, we created a series of bright, bold digital display ads that rolled out across the UK. Designed with a psychedelic colour palette and groovy graphics that echoed Queen’s theatrical energy, these signs were impossible to miss. Whether you were at a train station, shopping centre, or just walking down the street.

Each sign celebrated both the flavour and the cause, pairing rich raspberry visuals and ice cream textures with messaging that tied back to the Mercury Phoenix Trust and Freddie’s legacy. The design balanced nostalgia and modernity, with a visual nod to the ‘70s and a totally fresh feel.

Swipe-Worthy Social Stories

On Instagram, we took a different approach – a carousel campaign that gave audiences the chance to discover the story behind Bohemian Raspberry. We broke it down post by post: from the history of the flavour to the delicious details of the taste.

The tone was conversational, cheeky, and warm. Each carousel was carefully crafted to encourage swipes, shares, and saves, helping to build buzz and connect fans to the flavour on a deeper level.

Photography You Can Almost Taste

And what’s a flavour launch without irresistible imagery? We rolled up our sleeves (and kept our spoons just out of reach) to shoot mouth-watering stills of Bohemian Raspberry in all its chunky, swirly glory. Think glistening raspberry sauce, crumbly brownie bits and creamy vanilla ice-cream. It was tough to keep it professional and keep our spoons at bay on this one, we’ll be real.

We kept the styling playful and vibrant and the result was a suite of visuals that worked across social, digital ads, and in-store displays.

A Scoop That Hits All the Right Notes

In the end, this campaign was about more than just launching a flavour, it was about celebrating a legacy. Bohemian Raspberry became a vehicle for joy, nostalgia, and change. It honoured a cultural milestone, supported a vital cause, and reminded people just how powerful a scoop of ice cream can be.

Whether you’re a Queen superfan, a vegan foodie, or just someone who loves dessert with a side of purpose, this campaign was designed to make you stop, smile, and maybe hum a few bars of “Galileo” as you head for the freezer.