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Apr 10th, 2015
6 mins


– Leading frozen food brand invests £2 million to encourage consumers to ‘Waste Less, Save More’ –

Britain's Frozen AssetsBirds Eye is leading the way in educating the nation that choosing frozen food, and freezing food, can not only help reduce food waste, but also save them money in the process. Aiming to help consumers save money through encouraging them to become more freezer-savvy, the brand is collaborating with a coalition of partners to raise awareness of Britain’s food waste issues.


Britain's Frozen AssetsThe iFreeze, iSave initiative follows findings that reveal 1.9 million tonnes of food is wasted every year that could have otherwise been frozen and preserved for use at a later date. Spearheaded by Birds Eye with an investment of £2 million, the campaign is supported by Love Food Hate Waste, Hotpoint and the British Frozen Food Federation (BFFF).



To mark the launch of the campaign, a 20-foot billboard made entirely of ice and cash has been erected at Southbank’s Observation Point today to highlight to Brits the savings they could enjoy by becoming more freezer-savvy. The billboard, containing £700* in coins and notes – the amount the average family wastes every year on food – is made with more than four tonnes of ice and took over a month to freeze, and a further eight days to build. Showing Brits how their freezer can help put money back in their pocket, passers-by will be able to collect the money as the billboard melts throughout the day.

Birds Eye is supporting the iFreeze, iSave campaign across multiple touchpoints including TV, OOH, in-store, PR and digital. The brand will be working with Havas Worldwide, Havas Media, Mischief PR, Live & Breathe and Jam through the campaign activation. Television adverts supporting the campaign will hit screens through April and May, and a digital hub has been created to encourage consumers to join the iFreeze, iSave movement:

Commenting on the iFreeze, iSave initiative, Andy Weston-Webb, Birds Eye UK Managing Director, comments: “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.”

Emma Marsh, Head of Love Food Hate Waste, said last month: “The average person in the UK throws away the equivalent of £200 of good food and drink every single year – rising to £700 a year for a family. By simply making the most of the freezer, mixing and matching fresh and frozen food for meals each week everyone can make real savings on their budgets and help make the most of the food we buy. Love Food Hate Waste is delighted to be supporting iFreeze, iSave”

For more information on the iFreeze, iSave campaign, and to improve your freezer knowledge, visit for further findings and recipe tips.


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