Ben and Jerry’s random acts of kindness ‘moovement’

Ice cream chain Ben and Jerry’s has launched a campaign that rewards people in Sydney and Melbourne with random acts of kindness.

The campaign runs until the weekend and is intended to promote the brand’s “strong social mission.”

The Ben and Jerry’s cow mascot “Woody” is appearing in high traffic areas in Sydney and Melbourne giving away massages, train tickets, shoe shines, hugs and other tactical ideas designed to promote further random acts of kindness and a competition to nominate Australia’s kindest person. The winner receives a year’s supply of ice cream.