Ben Cohen and Jerry Greenfield have tapped into their Jewish roots by taking on the role of a shadchan (matchmaker) through Ben & Jerry’s latest Facebook campaign ‘Wanna Spoon?’

The new app reviews the profiles of users and their friends to look for commonalities, including favorite music, birthdays, and vacation spots, and connects them to share discounted spoons of Ben & Jerry’s new product, Greek frozen yogurt.

“These shared things become an excuse to eat Greek frozen yogurt together,” the campaign’s Vimeo video says. “Thanks to one spoon, thousands of Ben & Jerry’s fans are reconnecting with old Facebook friends and sharing new Greek frozen yogurt.”

When the user agrees to the “spoon” connection selected by the algorithm, the app posts a message on the friend’s timeline, saying “Using a fancy algorithm, Ben & Jerry’s decided we’d make great spooning partners.” Users can also pick friends to share the coupons with themselves.

The app was created by agency Amalgamated and produced with the help of Tool of North America.

The quirky campaign has garnered a lot of media attention since it was shared with Ben & Jerry’s Facebook fans last week. This week is has been launched to the public, with paid media as support to raise awareness about the campaign and new product. The app may even make Cohen and Greenfield responsible for some new relationships.

J-Connection: Ben Cohen and Jerry Greenfield are both Jewish.

Danielle Chazen is a freelance reporter and technology event coordinator with a degree in journalism from the University of Maryland.