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Working hours have never been so long, media channels so fragmented and the public so skeptical. So, we like to take the brand to consumers at their most receptive, whilst they are at leisure. Consumer loyalty often starts with this brand experience – because a brand in hand is a brand in mind

Our Work > Case Study
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British Frozen Food Federation
Changing public perceptions of frozen foods

CHALLENGE. Address negative consumer perceptions of frozen food 

INSIGHT. Research showed that the natural benefits of freezing foods (better preserving the vitamins, minerals and proteins without the need for preservatives) were unknown to many consumers.

SOLUTION. Give consumers access to independent online information on the benefits of frozen food – information collated by consumers for consumers – believable, independent and third party endorsed.

The site, theNewIceAge.com, was launched with a 30ft ice wall on London’s Southbank at the Royal Festival Hall showcasing the natural freshness of frozen food beautifully displayed within. 

RESULT. Over 56m Opportunities To See the benefits of frozen food in the launch month alone including front page lead picture in two national newspapers, in-depth features in The Guardian and The Telegraph and 22 radio interviews. By campaign year three, theNewIceAge.com was ranked no.1 in UK search for over 100 frozen food related key word searches and we achieved 290 million Opportunities To See or Hear. Iceland, Morrisons, ASDA, Findus, Birdseye and Waitrose gave positive feedback and continued their support. The campaign received PRCA Silver 2009 and the colourful campaign presented frozen food as it had never been seen before.

“I have worked with James for 3 years since he pitched for our consumer campaign. His innovative and insightful strategies stood out and he has provided effective marketing ever since. He understands our requirements, provides a quality service, is enthusiastic about the work he does and a pleasure to work with. James’ dedication to delivering sound strategy has had measurable results – just what we were looking for to ensure continued senior level support from demanding UK manufacturers and retailers. James’ work has helped boost our organisation’s proposition and acheived great national media coverage and exposure.”

BRIAN YOUNG, CEO BRITISH FROZEN FOOD FEDERATION

Related case studies > Other work with British Frozen Food Federation

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British Frozen Food Federation

Challenging negative consumer opinions of frozen food – again