Ben & Jerry's Makes Unusual Rule to Back Gay Marriage

"Love comes in all flavours," says socially active ice cream giant Ben & Jerry's, which is putting their scoops where their mouth is in a new protest. In a move supporting gay rights, the company’s 26 stores in Australia have “banned” servings of two scoops of the same kind of ice cream until same-sex marriage is legalized in the country, reports NBC News. A video promoting the campaign was added to the chain's Twitter page, while another tweet urges customers to sign activist group Equality Campaign’s petition. In a statement, the company asks customers to imagine how furious being denied a double scoop of their favorite flavor would make them.

“But this doesn’t even begin to compare to how furious you would be if you were told you were not allowed to marry the person you love," it adds. Ben & Jerry’s stores are also placing brightly colored mailboxes on their countertops for customers to add post cards with their stories, which they’ll deliver to parliament by its final session on June 13. Polls suggest that most Australians support gay marriage, but legislation to legalize it remains mired in limbo, per news.com.au. Ben & Jerry’s has not shied away from political causes in the past, and the actual Ben and Jerry were arrested in a DC protest in April. (More gay marriage stories.)