Ben and Jerry's isn't just an ice cream company. It's basically a political action committee that happens to sell Phish Food. When you look at Ben and Jerry's Churn Out the Vote, you’re seeing the culmination of decades of corporate activism that most brands are frankly too terrified to touch. Most companies release a "voter awareness" post on Instagram and call it a day. Ben & Jerry’s? They build an entire supply chain around the idea that democracy is as essential as fair-trade cocoa.
It’s about power. Specifically, who has it and who’s being kept from it.
The campaign isn't some new PR stunt cooked up in a boardroom last week. It’s a deep-rooted strategy that targets the actual mechanics of the American electoral system. They aren't just telling you to vote; they’re screaming about why certain people can’t. This isn't just "get out the vote" (GOTV) fluff. It’s a focused effort on systemic issues like the Restore the Voting Rights Act and ending the disenfranchisement of formerly incarcerated individuals. If you thought this was just about a cute flavor name, you’ve missed the entire point of how the Vermont duo operates.
The Real Story Behind Ben and Jerry's Churn Out the Vote
Let's be real: ice cream is a weird vehicle for social change. But it works because it's disarming. When the brand launched its Ben and Jerry's Churn Out the Vote initiative, they partnered with heavy hitters like the Black Voters Matter Capacity Building Institute. This wasn't just for show. They wanted to tackle the "voter suppression" narrative head-on, specifically in communities that have been historically sidelined.
The strategy is actually pretty brilliant from a business perspective. Most brands fear alienating 50% of their customer base. Ben & Jerry’s leaned into it years ago. They realized that their "super-fans" aren't just buying for the chunks; they’re buying for the values. By focusing on the Churn Out the Vote campaign, they effectively turned every scoop shop into a mini-recruitment center for civic engagement. They used their platform to advocate for the John Lewis Voting Rights Advancement Act, which is a pretty "heavy" topic for a company that sells something called "Chunky Monkey."
But here is the nuance: they don't tell you who to vote for.
They tell you that the system is broken and needs fixing. It’s a subtle but massive distinction. While they are clearly progressive, the core of the Ben and Jerry's Churn Out the Vote messaging is about access. They talk about the "Three Pillars of Democracy" (as they see them): expanding access to the ballot, removing the influence of big money in politics, and ensuring every voice is heard. They’ve even gone as far as renaming flavors to drive the point home, like "Justice ReMix'd" or "Save Our Swirled."
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Why This Isn't Just "Woke-Washing"
A lot of people roll their eyes when a corporation gets political. "Woke-washing" is a real thing. It’s when a company slaps a rainbow or a "VOTE" sticker on a box while their PAC spends millions lobbying against the very things they claim to support. Ben & Jerry’s is different.
Honestly, it’s because of their corporate structure. When Unilever bought them back in 2000, the founders negotiated a unique deal. They kept an independent Board of Directors. This board has the legal authority to protect the brand's social mission, even if it conflicts with the parent company's bottom line. This is why you see them taking stances on things like Palestinian rights or racial justice that would make a typical CEO break out in hives.
The Ben and Jerry's Churn Out the Vote campaign is an extension of this legal autonomy. They aren't just checking a box. They are spending real capital—social and financial—to move the needle.
The Mechanics of a Democracy-Themed Ice Cream Campaign
How do you actually "churn" a vote? You start by making the information as digestible as the dessert. The campaign focuses heavily on digital tools. They’ve integrated voter registration platforms directly into their website. You go for the "Half Baked," and you stay for the registration link.
- Partnering with Experts: They don't pretend to be legal experts. They work with the NAACP and the ACLU.
- Local Action: They don't just blast national ads; they target local shop owners to host events in key states.
- The Power of the Name: Using a name like Ben and Jerry's Churn Out the Vote makes a complex, often dry topic feel approachable.
I remember when they launched the "Pints to the Polls" concept. It was simple. It was fun. But underneath it was a very serious discussion about why early voting is restricted in certain ZIP codes. They use the ice cream as a "lure" to get people into a conversation they might otherwise avoid. It's the "spoonful of sugar" approach to political science.
Misconceptions About the Campaign
People often think this is just a way to sell more pints during an election year. That’s a cynical take, and while sales are great, the data suggests it's more about long-term brand loyalty. You don't take a stand on the Voting Rights Act if you're just looking for a quick Q4 bump. You do it because you want to define what your brand stands for over the next thirty years.
Another misconception is that it's only for young people. While the vibrant colors and social media presence definitely skew younger, the Ben and Jerry's Churn Out the Vote messaging focuses heavily on "restoring" rights, which resonates with older activists who remember the Civil Rights Movement. It’s a multi-generational play.
The Business Case for Being "Loud"
In the 2020 and 2024 cycles, we saw a massive shift in how brands handled social issues. Most were reactive. Ben & Jerry’s was proactive. By the time other companies were drafting their "Black Lives Matter" statements, Ben & Jerry's had already been working on criminal justice reform for years.
This gives them "activist equity."
When they push the Ben and Jerry's Churn Out the Vote initiative, it doesn't feel forced. It feels like a natural progression of their brand identity. From a business standpoint, this creates a "moat." It’s very hard for a competitor to replicate this because they haven't put in the decades of work. If Haagen-Dazs suddenly started talking about the filibuster, people would be confused. When Ben & Jerry's does it, it's just Tuesday.
What You Can Actually Do
It’s easy to read about a campaign and then go back to scrolling. But if you're actually interested in the impact of the Ben and Jerry's Churn Out the Vote movement, there are a few tangible ways to engage that go beyond buying a pint.
First, use their "Action Center." They’ve spent a lot of money building a database that shows you exactly what the voting laws are in your specific state. These laws change constantly. In some states, you can register online; in others, it's like trying to solve a Rubik's cube in the dark. Their tool simplifies this.
Second, look at the specific legislation they support. They aren't just saying "vote." They are saying "support the Freedom to Vote Act." Read the bill. See if you agree with it. The campaign is designed to be a starting point for your own research, not a final destination.
Third, think about "Value-Led Sourcing." One of the biggest parts of the Ben & Jerry's model is where they get their ingredients. They try to source from suppliers that also share their values. You can do the same with your own spending.
The Bottom Line on Churning the Vote
Democracy is messy. It's slow. It's often frustrating. Ben & Jerry’s knows this. Their Ben and Jerry's Churn Out the Vote campaign is an acknowledgment that a company can’t exist in a vacuum. If the society around the business is struggling, the business will eventually struggle too.
They’ve proven that you can be a multi-million dollar global entity and still have a "soul"—or at least a very loud, very persistent political conscience. Whether you love their politics or hate them, you have to admit that their consistency is impressive. They aren't backing down. If anything, they're doubling down.
Actionable Next Steps
- Check Your Registration: Laws change. Use a non-partisan tool like Vote.org or the Ben & Jerry's Action Center to ensure you're still on the rolls.
- Volunteer Locally: The Ben and Jerry's Churn Out the Vote campaign thrives on local partnerships. Find a local chapter of the League of Women Voters or a similar organization in your city.
- Educate Yourself on Ballot Measures: Often, we focus on the President and forget the local measures that actually affect our property taxes, schools, and local justice systems. Look up your "Sample Ballot" at least two weeks before any election.
- Contact Your Representatives: If you feel strongly about the John Lewis Voting Rights Act, call your senators. It takes two minutes and has more impact than a hundred "likes" on a social media post.
By taking these steps, you’re moving from being a consumer of a brand's message to being an active participant in the democratic process they are trying to protect.