Birds Eye commissions frozen cash billboard

The ice sculpture contains £700 of cash (@AsmitaS21)
The ice sculpture contains £700 of cash (@AsmitaS21)

Birds Eye is spearheading the iFreeze iSave campaign, encouraging consumers to freeze food with a frozen billboard containing £700 of coins and notes.

Unveiled today (8 April) at London’s South Bank Observation Point, the installation is made from more than four tonnes of ice, took a team more than a month to freeze and a further eight days to build.

As the ice block melts, passers-by will be able to collect cash that was previously positioned in a fish design.

The billboard has been designed to showcase how much the average British family wastes each year on food. iFreeze iSave, Birds Eye’s initiative that is supported by home and kitchen brand Hotpoint, Love Food Hate Waste and the British Food Federation, aims to encourage more people to freeze food and save money.

Michief PR and Ice Box have been handling the experiential stunt.

Andy Weston-Webb, Birds Eye UK managing director, said: "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."

More: Slice launches pay-by-picture restaurant for Birds Eye

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @dollydeighton

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free