To help its client the British Frozen Food Federation celebrate a ‘magnificent seven’ years of sales growth for the frozen food category, the Saddleworth consultancy was part of a towering ice wall at the entrance to this week’s International Food Exhibition (IFE 2013)at ExCel London.
The show-stopping wall was created to coincide with new statistics from Kantar Worldpanel that show the frozen food market has maintained its seventh year of growth. The latest figures reveal a year-on-year value increase of 5.4% for the 12 months to 20 January 2013.
The development of the seven foot high wall also coincided with the launch of coolcookery.co.uk, a new website created by Pelican PR to promote frozen food to consumers.
The wall was made of 20 blocks of ice containing freshly frozen fruit, vegetables, fish and meat, along with many well-known frozen food industry brand names and the Pelican PR logo.
Pelican PR associate director Harriet Rodgers: “The ice wall was a real talking point and another milestone in our campaign to promote the benefits of frozen food to consumers and caterers.”