Our ‘Profiting From Frozen’ campaign for the British Frozen Food Federation had already gone a long way to challenge the ‘fresh is best’ mindset. We now needed to create a high profile event to demonstrate that frozen tastes as good as fresh.
What could be better than creating a restaurant that only served frozen food?
We teamed-up with Westminster Kingsway College to create N-Ice – the world’s first gourmet restaurant serving fine frozen food.
The ‘pop up’ restaurant was located in the heart of London with a menu featuring autograph dishes from celebrity chefs Simon Rimmer, Galton Blackiston and Atul Kochhar – including Kochhar’s revered Kashmiri Lamb Curry – a favourite dish from his Michelin starred Benares restaurant. An extensive social media campaign offered consumers the chance to dine for free.
Key food journalists, restaurant critics, industry customers, and opinion formers were invited to dine at the restaurant alongside industry representatives during its week-long run. The quality of the food and its presentation demonstrated the industry’s confidence in its produce and challenged many long held prejudices about frozen.
The N-Ice restaurant was fully booked each day and served over 600 guests – 60% above target. A questionnaire conducted during the event showed the diners’ opinions about frozen food were significantly more positive after the dining experience. Press coverage was extensive with editorial in a range of key trade publications and consumer eating out guides.