Not everyone can claim to have made a Ben & Jerry’s ice cream. Well, I can.

To support equal marriage in the UK, Ben & Jerry’s agreed to change its Oh My Apple Pie flavour to Apple-y Ever After.

Everyone is equal and deserves to live Apple-y Ever After! This campaign, blending activism with apple pie ice cream, marked a significant and pioneering stand on same-sex marriage in the UK.

It was bold and controversial as no major brands had shown support for Lynne Featherstone’s motion.

We redesigned the packaging to feature a male couple standing on top of a wedding cake and, partnered with Stonewall, ensuring sales of the ice cream could directly support the cause.

A Facebook app (it was pretty novel at the time) was used to encourage people to virtually marry their same sex friends to promote legislative change.

On Monday 15th May the bill passed through the Lords and we were there to celebrate with a four tier rainbow wedding cake. It was also served as a celebratory treat at Deputy Prime Minister Nick Clegg's reception for the bill highlighting the brand's impactful role in supporting equal marriage.