Unveiled today (8 April) at London’s South Bank Observation Point, the installation is made from more than four tonnes of ice, took a team more than a month to freeze and a further eight days to build.
As the ice block melts, passers-by will be able to collect cash that was previously positioned in a fish design.
The billboard has been designed to showcase how much the average British family wastes each year on food. iFreeze iSave, Birds Eye’s initiative that is supported by home and kitchen brand Hotpoint, Love Food Hate Waste and the British Food Federation, aims to encourage more people to freeze food and save money.
Michief PR and Ice Box have been handling the experiential stunt.
Andy Weston-Webb, Birds Eye UK managing director, said: "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."
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