The company wants customers to taste what it's like to be marginalized.
Ben and Jerry’s Ice Cream might be one of the only food products in America that puts their political views right on their label.
And now that activism has transcended closer to the equator where gay marriage is still illegal. The nearly four-decades old company is not allowing customers to order two scoops of the same flavor in any of its 26 stores in Australia.
This campaign is designed to bring awareness to marriage inequality across that continent.
“Imagine heading down to your local Scoop Shop to order your favorite two scoops of Cookie Dough in a waffle cone. But you find out you are not allowed – Ben & Jerry’s has banned two scoops of the same flavor. You’d be furious!’ said the company in a statement.
“But this doesn’t even begin to compare to how furious you would be if you were told you were not allowed to marry the person you love.
“So we are banning two scoops of the same flavor and encouraging our fans to contact their MPs to tell them that the time has come – make same sex marriage legal! Love comes in all flavours!”
To further the cause all of the Ben and Jerry’s stores in the land down under now have post boxes in which customers can write messages to their MP in support of gay marriage.
“We will make sure that the postcards are delivered before the final parliamentary session on June 13th, before the budget is announced –We see this as the next opportunity for to achieve marriage equality, so we need to act NOW!’
"At Ben & Jerry’s we love love, and we think most Australians do too. More Australians than ever before believe everyone should have the right to love who they love – and marry them too, if that’s what makes you happy. Let’s make it happen!”
The ice cream giant has always been a supporter of marriage equality, even dedicating a page on their official website to the cause.
In 1989, Ben and Jerry's was the first major employer in Vermont to offer health insurance to domestic partners of employees, including same-sex couples.