The Move to -15.
DP World launched an industry push at COP28 to ship frozen food at -15°C instead of the -18°C standard, asking competitors across the cold chain to sign up.
- Brand
- DP World
- Agency
- Edelman
- Market
- Global
- Region
- Global
- Year
- 2023
The challenge
The -18°C rule for frozen shipping is decades old and burns a lot of energy. No single company could change it alone, and a logistics firm had to persuade rivals to move together.
The idea
DP World commissioned independent academics to test whether three degrees warmer would harm frozen food, then shared the report openly with competitors before COP28. Edelman built the launch around it: a hero film, a microsite with the research, an open letter inviting companies to join, an event at DP World's house at COP28 with the academics and Chief Sustainability Officer Maha Al Qattan, paid LinkedIn and press outreach. Former industry executive Thomas Eskesen was brought in as a neutral voice to win support.
Results
- The Edelman case study says 60% of the global shipping container industry signed up
- According to the case study, 30 of the world's largest food producers, retailers, refrigeration companies, hauliers and warehouses joined
- The case study reports 4.4 million organic and paid views of the hero film
- Trust in DP World rose 11% as measured by Brand Finance, according to the case study
Case study source: Edelman Source ↗
Awards
- Clio Awards 2025Clio Awards / Creative StrategySilver
- Cannes Lions 2024 Titanium
- Cannes Lions 2024 Gold (Sustainable Development Goals: Climate Action)
- Cannes Lions 2024 Silver (Creative B2B: Corporate Purpose & Social Responsibility)
Credits
- Creative agency and PR
- Edelman
