The pandemic cost us our mobility and our gatherings. It shed light on the small things, the people, and the places that we take for granted.
On April 3rd, we get one of those small things back.
After a four-year hiatus, out of an abundance of caution for the safety of their fans and loyal customers, Ben and Jerry’s is bringing back free cone day.
Free cone day recommences on April 3rd, a day in which Ben and Jerry’s ice cream shops worldwide give away a free cone of ice cream to each customer between the hours of noon and 6 pm. That news alone should turn even a casual fan or lukewarm admirer of Ben and Jerry’s into a loyal customer, but this is not the extent of the offer; customers can come back as many times as they want within that time period.
No need to lie about your previous visit or bad costume props to alter your image. You really can come back as many times as your stomach can allow.
Granted, with the kinds of lines that tend to curl around a city block (or two) for free cone day, you may still be lucky to cash in on that second cone.
In a timeline on the Ben and Jerry’s website, free cone day is said to have originated in 1979, when the two ice cream aficionados decided to give away free cones of ice cream as a show of appreciation to the local Vermont population who’d kept them afloat for their first year of business. At the time, Ben and Jerry’s was operating out of a converted gas station.
This year, Ben and Jerry’s will celebrate their 44th year serving their community and the world over with a highlight on their Chocolate Chip flavor (introduced in 1991), as well as a nod to their newest addition, “Lights! Caramel! Action!” This latter flavor is especially important because it continues a decades-long theme for the brand: activism. “Lights! Caramel! Action!” is a collaboration with director, producer, and filmmaker Ava Duvernay. Proceeds from the sale of this flavor will go to the ARRAY Alliance, an organization that aims to affect social justice through art.