On June 18 in New York City's West Village, Carvel is serving up soft serve straight from a billboard.

Consumers visiting 137 Perry Street from noon to 7 p.m. EST can experience the billboard and enjoy a free serving of vanilla soft serve from Carvel while supplies last. 

"For the past 91 years, enjoying Carvel's ice cream treats with friends and family has been a special and memorable part of Summer for our loyal fans and this year is no different," said Jim Salerno, chief brand officer at Carvel. "We look forward to officially kicking off Summer, or what we like to call Ice Cream Season, in a playful way because after all, It's Not Summer Without Carvel."

Members of Carvel's Fudgie Fanatics loyalty program can expect special perks in addition to their free serving of The Original Soft Serve at the "It's Not Summer Without Carvel" billboard on June 18, including sprinkles and exclusive swag like t-shirts, Carvel gift cards, and more for the first 50 Fudgie Fanatic attendees

Consumers who can't make it to New York City on June 18 can still celebrate Ice Cream Season by visiting Carvel locations nationwide for the kickoff to summer buy one, get one free Wednesday offer.