Just when I thought it was time to remove the nifty London tab above, Ben & Jerry's Double Scoop Sundae came along at Clapham Common. As I work with Ben & Jerry's and our agency put the festival together, the weekend's events came as no surprise to me and erm, I should also state that all views are my own (a well trafficked blog like this needs to cover all bases).
Seven years running now the event has sold out in Clapham Common, each year bigger than the last. This year saw 30,000 flavour fans (yes I'm in work mode) take to the Clapham grass for a weekend of sun, fun and ice cream, with a sprinkle of music from Maximo Park, Ocean Colour Scene and Ash amongst others.
Removing my work hat for a minute, this is an absolutely brilliant day out, whether with friends, family or erm, partner, and incredibly good value at that - £17 for the day with all activities and ice cream completely free. While the line-up will differ to what's on offer at Glastonbury or Reading as examples, it always seems to feel just right and this weekend's bill proved no different, capturing that familiar buoyant spirit. Any of those 15,000 people singing The Day We Caught The Train back to Ocean Colour Scene on Saturday will no doubt testify to this. Added to that, there's the Helter Skelter, Vauxhall City Farm, Carousel and Children's Play Area to keep the kids amused and a bar for those a little older and more wise (or seasoned perhaps).
No doubt a huge driver of brand advocacy (one look at the Facebook page will show you that), the festival also gives something back to the community and brings people together in a way that I don't believe any other festival can. A place like no other, where the line between the first ever Ben & Jerry's mosh pit and a sibling squabble for a better view are more than a little obscured...
