The McLean, Virginia-headquartered American Frozen Food Association’s “FROZEN. HOW FRESH STAYS FRESH” national consumer education and promotion campaign has been named a 2015 Power of A silver award winner by the American Society of Association Executives (ASAE).
The campaign, launched in May 2014, is designed to promote increased appreciation and consumption of frozen foods by engaging consumers where they live, work and shop through national television, digital and print advertising, online engagement, influencer outreach and in-store and out-of-store retail promotion activities.
“We are honored to receive the award,” said AFFI President and CEO Kraig R. Naasz. “This first-of-its-kind national dialogue invites consumers to take a fresh look at frozen by conveying that freezing is simply nature’s pause button.”
Under the leadership of Naasz, AFFI engaged and unified America’s leading frozen food makers and retailers in support of a voluntary category promotion and consumer education campaign. Utilizing the umbrella provided by the association, AFFI engaged its members’ leading executives and professionals responsible for consumer insight research, public relations, marketing, sales, legal affairs, government affairs and finance to develop, fund and execute a nationwide campaign that generated over 2.2 billion media impressions.