Ben & Jerry’s has introduced a new limited-batch ice cream flavour, Pecan Resist. To back the product release, a campaign has debuted.

Confectionery giant, Ben & Jerry’s, has introduced Pecan Resist, which is the name of its newest limited-batch ice cream flavour and title of the creative push around the product. The campaign celebrates the inspiration to just be as well as human empowerment.

The graphics and pint design were developed by Bay Area artist, Favianna Rodriguez. Her work is focused on themes such as climate change and gender inclusion. In favour of her collaborations with social movements, Ben & Jerry’s chose to tie up with the impressionist.

“Our goal is to use our voice and ice cream to encourage Americans to support and help build social movements. We think it’s more important now than ever that citizens and businesses stand up and be counted,” said Matthew McCarthy, CEO of Ben & Jerry’s.

Pecan Resist is a chocolate-infused offering with white and dark fudge chunks, pecans, walnuts, and fudge-covered almonds. The frozen dessert is being sold across the Unites States at the brand’s participating scoop shops. A dedicated channel is available online.

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