On Tuesday, Ben & Jerry's will thank its dedicated fans with free scoops of euphoric ice cream flavors, chock full of chunks and swirls.
This much-anticipated "holiday" was established in 1979 when Ben & Jerry's marked its first year in business by giving out free scoops to customers in Burlington, Vermont, where the company was founded. Ben & Jerry's realized then that business has an opportunity, and a responsibility, to give back to the community. Today that community stretches across the globe; more than one million scoops will be given away worldwide on Free Cone Day. Fans will be able to choose a classic favorite like Chocolate Chip Cookie Dough, or try something entirely new.
"Our customers are incredibly loyal and share our values on important issues like marriage equality, climate change, and racial justice," says Ben & Jerry's CEO Jostein Solheim. "Through the power of ice cream, we are able to form strong connections and create positive social change together. Free Cone Day is one way we show our fans how much we appreciate them."
Ben & Jerry's has developed a Line Survival Guide to help fans pass the time in line and get the most of Free Cone Day:
Try again (and again, and again) You're welcome to get in line as many times as you'd like. Once you've chosen your cup or cone, go straight back to the end of the line. Often, that first scoop is finished by the time you reach the counter again. Rinse and repeat.
Experience something new. As Bogie might say, you'll always have Paris, and Cherry Garcia. Free Cone Day is a great time to move out of your ice cream comfort zone.
Proceed from light to dark. Some people approach Free Cone Day like a wine tasting, going from the more delicate notes of vanilla to the satisfying mouthfeel of chunk-filled Chocolate Fudge Brownie. Release your inner ice cream sommelier.
Think of your neighbors. Many Scoop Shops partner with community groups on Free Cone Day to raise awareness and funds. You can eat something good AND do something good at the same time.
Feel good about feeling full. Between values-led sourcing and linked prosperity, every Ben & Jerry's flavor pays it forward—helping farmers, communities and the environment.
Above all, have fun. Invite your friends, spread the word, and create a pop-up party. After all, if it's not fun, why do it?