Today is Winning ExchangeFree Cone Day at Ben & Jerry's, and the company is asking fans to help them beat a lofty goal.

The company said it wants this year's Free Cone Day to be the "biggest and best yet with 1 million scoops served," it announced in a news release last month.

The promotion returned last year after a four-year hiatus. The company said its Free Cone Day tradition began in 1979 as a way to give back to the community and thank fans for their support.

“It was nothing short of amazing to see our fans back in our shops in their full Free Cone Day glory,” said Dave Stever, Ben & Jerry’s CEO, who dished out ice cream at Ben & Jerry's shops in Vermont last year. “We gave out over 970,000 scoops across the globe, but we know together with our fans we can break 1 million scoops.”

Ben and Jerry's fans encouraged to 'get back in line'

Flavors may vary by location but fans are welcome to try all available flavors and are encouraged to get back in line as many times as they'd like, Ben & Jerry's said in the announcement.

To find your nearest Ben & Jerry's ice cream shop, visit https://www.benjerry.com/scoop-shops/free-cone-day.

Gabe Hauari is a national trending news reporter at USA TODAY. You can follow him on X @GabeHauari or email him at [email protected].