• Promo Magazine, Tuesday, July 18, 2006 12:58 PM

Ben & Jerry's is combining social activism and ice cream sampling with its national Federal Budget Priorities Campaign, meant to raise awareness of the discrepancy between national spending on nuclear arms versus the budget for children's needs, reports Promo magazine. The company will visit seven cities offering samples of American Pie, its new ice cream flavor--apple ice cream with apples and piecrust pieces. Its packaging contains a "food for thought" section encouraging ice-cream lovers to get involved. Inside Ben & Jerry's Scoop Shops, a national postcard-writing campaign will direct customers to send a postcard to their Congress members asking them to reconsider spending priorities. And an interactive Web site at BenJerry.com/americanpie provides company executives' thoughts on federal spending, interactive games, and links to partner organizations.

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