Changing public perceptions of frozen foods

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After winning a four-way pitch for the British Frozen Food Federation’scommunications account, we created an ongoing campaign promoting the benefits of frozen food to UK consumers. It involved:

• Launching a consumer facing site, theNewIceAge.com, addressing frozen food issues, with advice on frozen food from financial, nutrition and culinary experts
• Creating an ice wall on London’s Southbank at the Royal Festival Hall showcasing the beauty & natural freshness of frozen food
• Managing a launch party at London’s Ice Bar (33 food journalists attended: The Telegraph, The Sun, The Guardian, Country Homes & Interiors, Retail Week, The Grocer, Prima & The Guild of Food)
• Running online consumer competitions to win a trip for two to Sweden’s Ice Hotel and an evening at London’s Ice Bar)
• Click here to see theNewIceAge – the site addressing the benefits of fozen food [12]

THE RESULT

We secured over 56m Opportunities To See or hear about the benefits of frozen food in the launch month including in-depth features in The Guardian and The Telegraph and 14 radio interviews. The site has received 90,000 unique visitors and 7,400 entries to competitions. Frozen Food Federation members have given positive feedback.

“The British Frozen Food Federation are delighted that they chose ONE to be their PR agency – their imaginative, inventive and original plans marked them out from the crowd. Activities undertaken so far have more than lived up to our high expectations”

BRIAN YOUNG, DIRECTOR GENERAL, BRITISH FROZEN FOOD FEDERATION