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Pizzeria made out of ice for #freshnessfrozen campaign

Dr. Oetker created a unique pizzeria that was made out of ice and frozen ingredients. The stunt took place in Liverpool Street and required over 3,400 litres of water to build.

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Part of the #freshnessfrozen campaign, Dr. Oetker froze fresh ingredients from classic pizza recipes into giant ice blocks weighing an astounding 3.4 tonnes and took over a month to freeze.

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Similar to the Birds Eye billboard stunt, the campaign encourages consumers to use frozen products. However the photographs within the ice pizzeria were a nice touch, signifying Dr. Oetker’s commitment to creating pizza’s that used classic recipes which had been frozen in time.

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Craig Knowles is an advertising, marketing and communications graduate. He works as a junior PR account executive at consumer agency Rich Leigh & Company.