Ben & Jerry’s has partnered with gay rights organization Stonewall to raise awareness about the importance of marriage equality, as the goverment in the UK is currently debating whether to legalize same sex marriage. A Ben & Jerry’s Facebook app encourages users to support the campaign by “marrying” someone of the same sex, for the chance to win a tub of their favorite flavor ice-cream.
The brand is also renaming its Apple Pie flavor ice-cream, ‘Apple-y Ever After’ in the UK and has redesigned the product’s packaging with an image of two grooms on top of a wedding cake. This echoes a similar campaign in the U.S. a few years ago, when ‘Chubby Hubby’ was renamed ‘Hubby Hubby’ to celebrate gay marriage legalization in its home state of Vermont.
Consumers can also lend their support for the legislation by using the #applyeverafter hashtag on Twitter or writing to their Member of Parliament via a template on the Ben & Jerry’s website.