To address consumer misconceptions surrounding frozen food we commissioned an independent survey of qualitative data from Manchester Metropolitan University investigating waste, taste and cost.

One of the insights was that a family of four could save £1,515.68 annually by including frozen food in their weekly shop. We created two ice walls at Exchange Square, Manchester, to highlight this saving. The walls contained this sum suspended in notes, coins and vouchers. Shoppers were invited to walk between the walls and guess the amount within for their chance to win cash prizes. Consumers who guessed the closest were invited back to hack at the wall for 30 seconds to get to a capsule containing a cash sum prize. Any cash released on the way could be kept.

The result

Estimated footfall at the event was 15,000 shoppers and local coverage with 1,249,000 opportunities to see in regional radio, online and local publications was acheived. See below for details of the national campaign and national media coverage results.