Freeze money from Bird’s Eye’s fish

A 20-foot frozen billboard made entirely of ice and cash was unveiled today to urge Brits to save money and reduce household waste by using their freezer more. The billboard containing £700* in coins and notes – the amount the average household wastes every year on food – was commissioned by iFreeze, iSave.

Made with more than four tonnes of ice, the billboard took a team 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 were able to collect the currency as the billboard melted throughout the day.

The billboard follows new research conducted by iFreeze, iSave looking at how consumers use their freezer and the impact this has on Britain’s food waste. The initiative to help encourage a change in habits is being spearheaded by Birds Eye and supported by Love Food Hate Waste, Hotpoint and the British Frozen Food Federation (BFFF).

The study found that 92 per cent of people in the UK are unaware that items such as eggs can be frozen** and over half (56 per cent) did not know that herbs could be kept in the freezer. Despite one in five (21 per cent) shopping baskets in Britain containing at least 50 per cent frozen food, almost two million people throw away items in their freezer after two weeks believing they have gone off by this point.

According to the findings, Britain’s freezers are instead being put to alternative use.  Almost two million (three per cent) put money in the freezer while a whopping 2.5 million (four per cent) use the freezer to store clothes. Other items that have found their way into freezers include remote controls (one per cent) and household keys (one per cent).

By embracing the freezer to reduce food waste consumers could work towards saving the equivalent of £700 in a year* – the equivalent to a designer handbag or 50 inch TV.  The same report by WRAP found that 850,000 tonnes of good food thrown away each year, which could have been eaten later if frozen.

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”

Commenting on the iFreeze, iSave initiative, Andy Weston-Webb, Birds Eye UK managing director, adds: “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.”

The iFreeze, iSave frozen billboard was erected at Southbank’s Observation Point.  Members of the public are also encouraged to get involved in the iFreeze, iSave movement by visiting the online hub: www.ifreeze.how.

The scuplture was conceived by Mischief PR and built by The Icebox

* Household food and drink waste in the UK 2012, WRAP

**If the shells have been removed