Ben & Jerry’s plans to host events within the London boroughs most affected by recent voter registration changes, which has seen 329,000 people disappear from the voting register.
Those who register to vote in the upcoming London Mayoral Election at these events will be rewarded with a free scoop of the brand's Chocolate Fudge Brownie flavour, which has been temporarily renamed 'Give a Fudge'.
The campaign will kick off on Friday (1 April) when brand ambassadors visit Hackney Town Hall, and Windrush Square in Brixton on Saturday (2 April). Free ice cream scoops will be available to those who register to vote at Ben & Jerry's events at Clapton Park Estate Pedro Youth Club, Hackney on 8 April and finally Noel Park estate, South Tottenham on 9 April.
The brand has also created a Don’t Get Frozen Out Democracy Pack for those who can’t make it to any of the aforementioned locations. Complete with ice cream vouchers, posters and pledge cards, the packs aim to encourage consumers to host their own local voter registration drive.
Ben & Jerry's has pledged to provide all individuals who register to vote in the election before 18 April with a free scoop of the chocolate ice cream.