The Move to -15

Client: DP World

For 100 years, we’ve shipped frozen food at the standard temperature of -18 Degrees Celsius. As every degree has significant impact on global warming, we asked a game-changing question: does the temperature have to be that cold?

After months of research, academics came to a ground-breaking conclusion: A temperature change of three degrees wouldn’t harm the food inside the containers but would be transformative for the world outside, promising energy savings of 25 terawatt hours annually (= 8.63% of UK energy consumption) and 17.7M tons of carbon annually (= 3.8 million cars off the road). But if the change was to become possible, competitors had to become partners. We published a comprehensive report, sharing our research with all our competitors. Then, academics shared their research at COP. An industry panel discussed the Coalition’s potential, alongside a Q&A with DP World Group’s Sustainability Partner, Maha Al Qattan. We released an open letter urging companies to join our initiative, a microsite, hero film, report and key messaging. Social, paid and a press release supported the Coalition’s launch. The Move to -15 successfully challenged an industry standard that reigned for 100 years. 60%+ of the global shipping container industry signed, including 30 of the world’s biggest food producers, retailers, refrigeration companies, hauliers and warehouses. Most recently, UK supermarket chain, Morrisons, has changed the freezer temperature to -15°C in ten stores, with more to follow. Trust for DP World is up by 11%, making it the most trusted brand within its competitor set.