The British Frozen Food Federation briefed our foodservice PR team to challenge chefs’ ‘fresh is best’ mindset. What could be better than creating a high quality London restaurant that only served frozen food?
We created 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 signature dishes from celebrity chefs Simon Rimmer, Galton Blackiston and Atul Kochhar. An extensive social media campaign offered consumers the chance to dine for free.
Key food journalists, restaurant critics, 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 food.
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 eating out guides.