If you’re into Instagramming your food (and who isn’t?), you could find yourself a star in Ben and Jerry’s next advertising campaign.

The Vermont creamery has launched a new social media contest called #CaptureEuphoria, in which fans of the brand are encouraged to upload photos of their “euphoric moments” to Instagram. In turn, Ben & Jerry’s will pick their favorite fan-generated photos for use in their new advertising campaign.

Ben & Jerry’s plans to choose about 20 fan photos, to be submitted from now until January 2013, in their #CaptureEuphoria ad campaign. The instructions are vague, simply asking users to “create” and capture euphoria on Instagram.

On their own profile, Ben & Jerry’s has more than 123,000 followers on Instagram.

As you can imagine, the #CaptureEuphoria photo entries thus far feature a wide range of images, from pints of ice cream to kittens to children to Legos.

Check out video and photos from the #CaptureEuphoria campaign below, and be sure to submit yours using Instagram!