Target's Exclusive Ben & Jerry's Flavors

If you're looking for a model of retail brand innovation, just keep your eye on Target. This retail chain continues to come up with breakthrough ideas, whether it's sponsoring pop-up stores, expanding its supermarket offerings, or leading the way in fashion.

It's that kind of innovation that contributes to Target's strong financial showing, even as other retailers struggle. Now Target has inspired a leading maker of premium ice cream to develop two new flavors and sell them exclusively in Target stores.

Ben & Jerry's "Berry Voluntary," a raspberry cheesecake-flavored ice cream with white chocolate chunks and raspberry swirls, and "Brownie Chew Gooder," a vanilla caramel ice cream with fudge brownie pieces and a caramel swirl, will be available only at Target throughout 2010.

The new ice cream flavors are not only a flavorful collaboration between Target and Ben & Jerry's, they are also designed to spur volunteerism. A special promotion called "Scoop It Forward" offers consumers the ability to sign up for local volunteer activities on VolunteerMatch.org. If a volunteer tells five other friends about the activity, he or she can get a coupon for a free pint of either flavor at Target.

Both Ben & Jerry's and Target have been known for their philanthropic work.

Jerry Greenfield, Ben & Jerry's co-founder, commented, "Giving back to the community has been part of Ben & Jerry's way of doing business since we started. We are impressed with the number of ways Target has given back to the community over the years. Working with Target to encourage people to volunteer in their own communities is the kind of partnership that we hope generates a lot of community benefits."

It seems like this is an idea that's a win-win-win for Target, Ben & Jerry's, and the consumer.