Campaigns: Food & Drink - N-ice way to promote frozen foods

Campaign: Taste, Believe, Buy
Client: British Frozen Food Federation
PR team: Pelican PR
Timescale: February 2009-August 2011
Budget: £50,000

 

OBJECTIVES

• To halt declining sales of frozen food in food service

•  To prove frozen food tastes as good and is as nutritional as fresh.

PLAN AND STRATEGY

The results of research projects showing the benefits of frozen food were publicised to key trade press and kept 'frozen vs fresh' in the news. The world's first frozen food report was launched at a parliamentary reception and a summary of the findings was issued to the media. To bring the campaign to a close, N-ice, the world's first gourmet restaurant serving only frozen food, opened a pop-up for one week in Vincent Square, London.

MEASUREMENT AND EVALUATION

The total value of frozen food purchases increased by 2.4 per cent by the end of 2010, in a shrinking market for caterers.

RESULTS

The campaign had significant influence on the Government to change the Healthy Start regulations, which have been altered to include frozen vegetables. N-ice was fully booked each day, serving more than 600 guests - 60 per cent above the target.

This article was first published on prweek.com