Donna White writes..  Excuse me for being surprised. I’ve worked in the foodservice industry for a few years now and don’t think I’ve seen such a simple, yet effective, PR stunt that grabs attention and even makes waves in the marketing press.

Pelican PR produced a seven-foot ice wall to represent seven years of frozen food growth for its client – the British Frozen Food Federation (BFFF ).

Situated at the International Food and Drink Exhibition , which took place at the ExCeL centre this week, the wall included images of frozen foods to represent new stats showing 5.4% year-on-year growth for the sector.

My only fault with this stunt is that it’s saturated with branding, which detracts from the primary key message: frozen food is on the up.

A good stunt is a subtle stunt: the client takes a back seat, tells its story and gets the quality coverage. Agreed?

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