Ben & Jerry’s ice cream try to raise election turnout in London

An unusual GOTV tactic although certainly a smart PR one judging by the media coverage it has already secured:

The US-based brand has teamed up with civil rights campaign group Hope Not Hate to get capital-dwellers voting in the upcoming London Mayoral Election.

Ben & Jerry’s will change the name on selective pots of its Chocolate Fudge Brownie flavour to Give a Fudge as part of a new initiative dubbed ‘Don’t Get Frozen Out’. The campaign aims to reach out to those not registered to vote by hosting a sampling tour across the city in April.

Free scoops of Give A Fudge will be dished out in the boroughs most affected by voter registration changes implemented last December, which meant an estimated 329,000 Londoners dropped off the electoral register. The tour will land in the likes of Hackney, Brixton and South Tottenham. [The Drum]

And here is a picture of the GOTV ice cream:

Something that may have a bit of a long-term impact given that raising turnout can result in habits forming which keep going in future elections.