Dessert giants are competing to welcome spring by giving away free frozen treats.

Dairy Queen is celebrating its 75th anniversary with free ice cream Monday. Customers will be given a free small vanilla cone at participating locations.

Just a few days later on March 20, Rita’s Italian Ice is giving customers a free Italian Ice to mark the first day of spring.Unknown

And next month, when spring is in full swing, Ben & Jerry’s will be offering its Free Cone Day on April 14.

While it might seem like customers are getting the better end of the deal with FREEBIES, companies are actually cashing in on the idea that there really is “no free lunch,” according to Scott Galloway, a professor of marketing at New York University Stern School of Business.

“There is no more powerful marketing term than free,” Galloway says.