Random Acts of Fairness - A Social Experiment

It's more than just ice-cream. It's ice-cream that stands for Fairness. Ben & Jerry’s is all about making the world’s best ice cream in the nicest way possible. Fairness is at the core of its mission. It’s a desire to make the world a fairer and better place through responsible business decisions. But many Singaporeans merely think of Ben & Jerry’s as the happy brand with whimsical design. They do not know that the pint of Ben & Jerry's they hold in their hands is blazing trails to make the world a better place. By advocating fairness through Random Acts of Fairness, Ben & Jerry’s reinforced the values that define its brand and allowed Singaporeans to experience those values in situations relevant to them.