Birds Eye's Frozen Billboard Urges Freezer Use to Reduce Food Waste
Laura McQuarrie — April 10, 2015 — Art & Design
References: birdseye & prexamples
In order to show that freezer use helps consumers save money and the environment, Birds Eye set up a frozen billboard in Southbank, London.
The icy billboard is part of the iFreeze iSave campaign, which has reminds consumers to make the most of the space in their freezers to reduce food waste with a message to "Waste Less, Save More, Go Frozen." As a brand known for products like frozen fish fingers, it's fitting that Birds Eye decided to sculpt a fish from the 20' block of ice. To make this sculpture even more intriguing, the inside of the ice blocks contains £700 in notes and coins, representing the amount of money that the average household ends up throwing away due to food waste.
As the weather got warmer and the billboard melted, people were able to come by and grab some of the exposed cash.
The icy billboard is part of the iFreeze iSave campaign, which has reminds consumers to make the most of the space in their freezers to reduce food waste with a message to "Waste Less, Save More, Go Frozen." As a brand known for products like frozen fish fingers, it's fitting that Birds Eye decided to sculpt a fish from the 20' block of ice. To make this sculpture even more intriguing, the inside of the ice blocks contains £700 in notes and coins, representing the amount of money that the average household ends up throwing away due to food waste.
As the weather got warmer and the billboard melted, people were able to come by and grab some of the exposed cash.
Trend Themes
1. Freezer Optimization - Brands can create campaigns that emphasize freezer use to reduce food waste and save money.
2. Alternative Advertising - Brands can use innovative and unconventional advertising methods to create buzz and promote a message.
3. Sculptural Marketing - Brands can use sculpture and other visual arts to create visually striking marketing messages that inspire action.
Industry Implications
1. Food and Beverage - Brands can use freezer optimization to reduce food waste and save money on perishable goods.
2. Advertising - Brands can use alternative advertising methods to stand out in a crowded market and reach their target audience in unique ways.
3. Art and Design - Brands can work with artists and designers to create visually striking marketing messages that inspire action and create brand awareness.
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