A storm in an ice cream cone? It’s a bit more than that.

Ben & Jerry’s has suspended advertising on Facebook in the US, as part of the campaign that’s already attracted the support of The North Face, REI and Patagonia.

They aren’t exactly natural allies (ice cream vs outdoor products and apparel). But it’s the cause – racism and its spread via social media – that’s brought them into alignment through backing a month-long pause to their marketing efforts on the social network and Instagram, its subsidiary.