Creating sweet memories with free scoops of Ben & Jerry's Ice Cream. #ScoopMoovement. (CNW Group/Ben & Jerry's)

TORONTO, June 14, 2012 /CNW/ – Today, Ben & Jerry’s kicks off the Scoop Moovement campaign, a joy-filled mission to deliver free scoops of ice cream and “MOOod” lifts to Canadians across the country. The playful ice cream brand, which over the years has made flavours in homage to musicians like Jerry Garcia (Cherry Garcia) and the Barenaked Ladies (If I Had 1,000,000 Flavours), will be travelling in an eco-conscious scoop truck to various grassroot music events. The first stop is the NXNE music festival from June 14 – 17 in downtown Toronto.

“Music, like ice cream, is something that makes people happy and festivals are in Ben & Jerry’s DNA.” said Charlie Clark, Brand Manager for Ben & Jerry’s brand in Canada. “This dates back to a time when the company would host fairs in its hometown of Burlington, Vermont, and hire pianists to play some tunes in its scoop shops. Over the years, this commitment has been reinforced with iconic musician-based flavours and regular scoop truck appearances at U.S. festivals. We’re excited to continue the tradition in Canada this summer”.

During NXNE, Ben & Jerry’s will be sampling 6 flavours in locations throughout downtown Toronto. For free ice cream, fans can visit the Ben & Jerry’s Scoop Truck which will be parked at Yonge and Dundas Square. Ben & Jerry’s branded Eco-Cabs will also be making their way around the downtown core. Fans are encouraged to tweet @BenjerryCanada using the #scoopmoovement hashtag to get the Eco-Cabs to sample ice cream at an intersection of their choosing. The Eco-Cabs will deliver to the areas that receive the most tweets.

Good news is that Toronto isn’t the only stop! The Scoop Truck will be touring Canadian music festivals all summer long to bring free ice cream to the masses.  Learn more at Facebook.com/BenJerryCanada or follow them on twitter at @BenjerryCanada to find out where the #scoopmoovement will be heading next. While supplies last!