Changing public perceptions of frozen foods

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

• Launching consumer facing site, theNewIceAge.com, addressing frozen food issues – much of the editorial is written by consumers for consumers making it a believable, independent and third party endorsed destination for information
• Creating an ice wall on London’s Southbank at the Royal Festival Hall showcasing the beauty & natural freshness of frozen food
• Media launch party at London’s Ice Bar (33 food journalists attended: The Telegraph, The Sun, The Guardian, The Independent, Country Homes & Interiors, Retail Week, The Grocer, The Guild of Food)
• Running online competitions to win trips to Sweden’s Ice Hotel and evenings at London’s Ice Bar

THE RESULT

Over 56m Opportunities To See the benefits of frozen food in the launch month alone including in-depth features in The Guardian and The Telegraph and 22 radio interviews. Now, in year 3, the site is ranked no.4 in UK search for most frozen food related searches and we have achieved 290 million Opportunities to See or Hear. Iceland, Morrisons, ASDA, Findus, Birdseye and Waitrose have all given positive feedback. The campaign received PRCA Silver 2009.

“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

See below for our latest ice wall...