3 of Ireland's top artists have joined forces with Ben & Jerry's to illustrate 'It's What's Inside That Counts' on special limited edition bags. Available soon at BT2, Urban Outfitters and Circus in Powerscourt Townhouse Centre, the organic cotton bags launch the new consciously created ice cream from Ben & Jerry's, Fair Trade Chocolate Macadamia.

Ben & Jerry's, the ice cream with a heart, commissioned Irish artists Richard Gilligan, Sarah McCall, and Chris Judge to highlight the Fairtrade mission of its newest flavour Fair Trade Chocolate Macadamia. With a handpicked collection of Fairtrade certified ingredients including; cocoa from the Dominican Republic, vanilla from India, sustainably produced Macadamia Nuts from Malawi and Caring Dairy from the Netherlands, Chocolate Macadamia really proves that 'It's What's Inside That Counts.'

Sarah Hogan, Brand Manager of Ben & Jerry's states , "With all the tasty goodness inside this new Fairtrade flavour we really wanted to show Ben & Jerry's lovers that it really is What's Inside That Counts. The limited edition bags created by the artists highlight the important message that goes along with the delicious Fairtrade ice cream. The bags look very cute too!"

The bags will be exclusively available at selected Dublin retailers including BT2 (Grafton Street) Circus Store & Gallery and Urban Outfitters (Temple Bar and Dundrum) for a limited time. Bags will also be available on the 'Ben & Jerry's Ireland' Facebook page, simply by posting a photo of what you think a 'fair trade' for one of the bags would be.

Ben & Jerry's Fairtrade Chocolate Macadamia is the fourth addition to Ben & Jerry's Fairtrade flavour family which also includes Vanilla, Chunky Monkey and Vanilla Toffee Crunch.

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About the artist's bags:

Chris Judge, Dublin based illustrator, and painter comments on his design Inside Out, "My design represents all the wonderful ideas that people have inside their heads that nobody ever sees bursting out in a plume of colour and action."

Sarah McCall is a designer, artist and model. About her design, Delightfully Untitled, she commented "I wanted to focus on the inside, cause it's what's inside that counts. Using Compact continuos ink line to draw the little cocoa beans and macadamia nuts. The little cow is a happy cow, if not a little shy and didn't want herself to be drawn in her knickers."

Photographer Richard Gilligan has been taking photographs since his teens. About his design, Around in Circles he commented, "For me the process of creating anything visual is never-ending. Thoughts, ideas and random bursts of energy bounce around inside my head continuously. Some make it out of my brain into cameras or onto small pieces of paper but this drawing was a representation of all the thoughts still stuck inside the sea of madness."

To speak to a representative from Ben & Jerry's please contact either of the below.
Andrea Horan/Matt Matheson
Thinkhouse PR 01-6619420
andreahoran@thinkhousepr.com / mattmatheson@thinkhousepr.com