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Icy Produce Installations

Dr. Oetker's Pizza Promotion Shows Its Fresh Ingredients, Frozen

— April 24, 2015 — Lifestyle
Aiming to tackle the misconception that frozen meals are less nutritious than fresh food, Dr. Oetker set up a unique pizza promotion in the UK. As part of its #FreshnessFrozen campaign, the brand rounded up the fresh ingredients that go into its pizzas and froze them in blocks of ice. The elaborate stunt took over a month to prepare using more than 3,400 liters of water. As well as suspending produce in ice, Dr. Oetker also incorporated a few black and white photographs into the installation, showing how its classic recipes have also been frozen in time.

Since it's not every day that you see floating vegetables and giant blocks of ice on the streets, this inventive campaign is bound to be captured in tons of pictures that will end up on social media.

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