“The Move to Minus 15” wins coveted prize
Global Communications firm Edelman has won a Titanium Lion at the Cannes Lions Festival of Creativity for DP World’s “The Move to Minus 15,” a sustainability initiative. The recognition sets a new industry standard as Edelman becomes the first legacy PR agency to win the festival’s coveted prize.
The campaign challenges a 100-year accepted standard in the frozen food supply chain. For over a century no one has questioned why freight cargo temperatures are set at -18 degrees. Does the freezing temperature really have to be so cold? As there is no scientifically supported reason for this, DP World and Edelman set out to establish a new standard, saving 5-7% of energy in the process and 17.7 million t of carbon every year.
DP World decided to share its research in its entirety and published an open letter to the industry to urge them to join the “Move to Minus 15 Coalition”. The most recent company to join is Nomad Foods, Europe’s biggest frozen food producer, owner of brands including Birdseye, Findus, and Aunt Bessie’s. The coalition now has 25 members. (cj)
www.edelman.com/work/move-15-dp-world