This document proposes a campaign to reduce food waste by encouraging consumers to make better use of their freezers. The campaign would tell the story of a reformed super villain called "The Freezer" who educates children about food waste and climate change. Through comic books, films and a microsite, the campaign would deliver positive messages about individuals' ability to be part of the solution by freezing more food. The goal is to change attitudes and pressure retailers to change, with the desired outcomes of reducing tonnes of wasted food. The campaign is intended to have multiple chapters that continue the story and characters over time.