Ice cream company Ben & Jerry's has begun a touring promotion called the "Scoop Moovement." During the initiative, a group of promotional workers will visit a number of Canadian musical events in a branded truck to distribute free samples of its the company's products. The first scheduled event is the NXNE music festival taking place in Toronto from June 14 to 17. The promotion will also include branded Eco-Cabs that will travel the downtown area. The pedal vehicles will deliver ice cream samples to street intersections that receive the largest number of requests on Twitter. The promotion will run through the summer. "Music, like ice cream, is something that makes people happy and festivals are in Ben & Jerry's DNA," said Charlie Clark, brand manager for Ben & Jerry's in Canada. "This dates back to a time when the company would host fairs in its hometown of Burlington, Vermont, and hire pianists to play some tunes in its scoop shops. Over the years, this commitment has been reinforced with iconic musician-based flavours and regular scoop truck appearances at US festivals. We're excited to continue the tradition in Canada this summer." Ben & Jerry's is subsidiary of Unilever.