New Birds Eye Campaign Highlights Financial Savings Gained from Frozen Food

Frozen seafood brand Birds Eye is kicking off a £2m campaign to engage consumers with the selling point of frozen food being instrumental in both reducing food waste and helping people save money.

Titled 'iFreeze, iSave', the campaign launched today (8 April) at Southbank's Observation Point in London in the form of a 20-foot billboard made completely of ice and £700 in coins and notes - representing the general amount that the average family wastes annually on food. The public will be able to collect the money as the billboard melts.

The marketing installation will be supported by digital, TV and in-store activity over the next few months, with a campaign endorsement that includes organisations such as Love Food Hate Waste, Hotpoint and the British Frozen Food Federation (BFFF).

Havas Worldwide, Havas Media, Mischief PR, Live & Breathe and Jam were drafted by Birds Eye to undertake the promotion.

Birds Eye UK Managing Director, Andy Weston-Webb, commented: "We're incredibly excited by this campaign as we understand the pressures families are under to save money. Reducing food waste by making the most of the freezer will not only help families to do so but it will also help the UK to become more sustainable and resourceful, something we're very proud to be a part of."

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