Ben & Jerry’s has launched an exclusive online campaign inviting their fans to trade fairly with them in exchange for 100 prizes. Launched just ahead of Fairtrade Fortnight, the campaign celebrates the company’s commitment to go 100% Fairtrade by the end of 2011.

Launched in London’s Leicester Square, Ben Cohen and Jerry Greenfield announced their new ‘100 Fair Trades’ campaign. Nine live trades were completed this morning by fans in the square.

Every day from now until Fair Cone Day on April 27th, fans will be invited to bid for the daily prize by submitting what they would do as a fair trade in return for the item on offer. Trades can take the form of a favour, a stunt, a funny video, a good deed or an achievement.