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Dr. Oetker follows Birds Eye in promoting £2m #freshnessfrozen campaign with restaurant made of ice


By Jennifer Faull | Deputy Editor

April 21, 2015 | 2 min read

Dr. Oetker recently created a pizzeria made out of four tonnes of ice to launch its #freshnessfrozen campaign.

It mirrors a similar campaign from Birds Eye which kicked off earlier this month with a 20-foot billboard made entirely of ice and cash to highlight that frozen food can save money.

The structure – which appeared outside of London’s Liverpool Street Station last month – showed the essential ingredients of classic pizzas suspended in its frozen walls.

The stunt launched the brand's £2m TV advertising campaign which sought to demonstrate the freshness of the frozen products in its Ristorante pizza brand.

“We’ve created this Ice Pizzeria as part of our #freshnessfrozen campaign which highlights, via our marketing campaign, that freezing pauses fine ingredients at the peak of perfection and suspends them there until the moment you're ready to enjoy them,” explained Diane Spence, senior brand manager, at the time of the launch.

Dr. Oetker also embarked on its first ever money back guarantee on pack promotion as part of the activity.

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