Shop Smart, Cook Savvy

Client: Iceland and Utilita

Upon completion of pioneering research on the cost of cooking, energy supplier, Utilita, approached Iceland Foods with findings that had the power to help every household cut their cooking costs, during unprecedented energy price rises, caused by Putin’s war on Ukraine.

Under Iceland’s commendable ‘Doing it right, right now’ CSR umbrella, a partnership was agreed and together the ‘Shop Smart, Cook Savvy’ campaign was expertly crafted to give consumers a trusted source of advice that could help all 28 million households to save up to £604 a year by rethinking their cooking behaviours, including replacing a cooker with an air fryer. Due to of this campaign, for the first time in internet history, the search term ‘air fryer’ has overtaken ‘microwave’. Since launch in August 2022, the campaign has generated 900+ articles or broadcast clips including every single national news and consumer lifestyle media outlet, as well as agenda-setting and high reach broadcast media outlets including BBC News, Good Morning Britain, Loose Women, Sky News, C4 Evening News, Channel 5 Jeremy Vines Show, amongst others. It also received almost 2,000 social media mentions that include both brand handles. In addition, No. 10’s Cost of Living Tsar, David Buttress, identified the success and importance of the campaign and commended the brands on the initiative, inviting both brands to become official partners of the Government’s ‘Help for Households’ campaign.