ABOUT

CHALLENGE. Address negative consumer opinion of frozen food, perceived as cheap and unhealthy

INSIGHT. Freezing food locks in nutrients and vitamins. Tests reveal that ‘fresh’ food loses goodness in the logistics chain

SOLUTION. Give consumers access to third party endorsed online information about the benefits of frozen food – collated by consumers for consumers. theNewIceAge website was launched with a 30ft ice wall showcasing a variety of foods (from lobster and asparagus to pizza and cake) beautifully and freshly frozen within

RESULT. 270m Opportunities To See in national media (inc. front page lead picture in The Guardian and The Times), p.1 ‘frozen food’ search listings (beating Iceland in most categories) and PRCA Best Integrated Campaign Award