• by Teresa Buyikian , Yesterday

New Yorkers stuck outside in the summer heat can get respite from an unlikely source.

Carvel this week launched a new billboard in New York City -- which wouldn’t normally be newsworthy, except this street-level outdoor ad gives out free soft serve.

To commemorate summer and “The Original Soft Serve,” the billboard goes up June 18 in the West Village. On that date, the "It's Not Summer Without Carvel" billboard will dispense free servings of the brand’s vanilla soft serve to passersby while supplies last.

“Carvel's ice cream treats … have been a special and memorable part of summer for our loyal fans, and this year is no different," said Jim Salerno, chief brand officer at Carvel, I the announcement. "We look forward to officially kicking off summer, or what we like to call ‘Ice Cream Season,’ in a playful way."

Carvel’s loyalty club members, known as Fudgie Fanatics, will receive a bonus if they visit the billboard in person as well. The first 50 Fanatics will get sprinkles on their soft serve as well as take home some exclusive Carvel swag such as T-shirts and gift cards. Those who sign up to become a Fudgie Fanatic either online or on site the day of the event will also receive a BOGO free soft serve sundae reward, a free birthday reward, early access to new flavors and seasonal items and other member offers.

The brand has also launched its summer BOGO Wednesday offer, where any Wednesday purchase of a classic soft-serve ice cream sundae rewards the customer with a second sundae for free.

The billboard is also an homage to Carvel’s New York City birthplace. The brand launched  “The Original Soft Serve” in 1934, when Carvel’s ice cream truck broke down in the city during a heat wave and pedestrians liked the softened frozen treat. The founder Carvel also introduced the BOGO promos to the chain in 1936.

Carvel, with 326 locations in the U.S. and 32 internationally, is  owned by GoTo Foods, which also runs the Auntie Anne's, Cinnabon, Jamba, Moe's Southwest Grill, McAlister's Deli and Schlotzsky's brands.