As the old song goes: “I scream, you scream, we all scream for ice cream.” At least 83% of households in the USA purchase ice cream at least once a year, according to data from Nielsen Homescan. Unilever statistics put per capita consumption at 20.8 liters per annum among Americans, second only to New Zealand’s 28.4 liters.
If the National Frozen & Refrigerated Food Association’s (NFRA) upcoming campaign is successful, more Americans will soon “screaming” for ice cream more often over the next few months. The Harrisburg, Pennsylvania-headquartered trade association will launch its annual Summer Favorites Ice Cream & Novelties blitz this June and dial up the promotion in July, when sales are typically at their highest.
Brands from ice cream and novelties manufacturers participating in sponsorship of NFRA’s Retail Display Contest and consumer giveaway promotion are: Kemps, Kemps Frozen Yogurt, Lindy’s, Graeter’s, IttiBitz, Fat Boy, Blue Bunny Champ, Blue Bunny Bomb Pop, Blue Bunny Sweet Freedom, Talenti, GNC and TCBY.
This year, a contemporary, new look for the summer event will be unveiled. With this new branding comes enhanced marketing and public relations opportunities for retailers and manufacturers to promote ice cream and novelties, a category that has exceeded $8.7 billion in sales per annum. The Summer Favorites promotion includes a retail display contest, coupon and freezer giveaway, public relations and social media activations, and many more resources to help reach out to shoppers and increase sales.
The Retail Display Contest encourages creativity as NFRA members develop merchandising displays during the promotion months and compete for the coveted Golden Penguin award. The displays will feature sponsoring brands and NFRA point-of-sale materials, as well as direct consumers to the association’s Easy Home Meals website and Facebook page to enter the coupon and freezer giveaway. Golden Penguin winners will be recognized in six regional categories on October 14, 2014, at NFRA’s Annual Convention in Orlando, Florida.
The Summer Favorites Coupon & Freezer Giveaway offers consumers prize opportunities that will drive more traffic to the ice cream and novelty aisles. Winners are selected every week of the promotion to receive exclusive manufacturers’ coupons for all of the sponsoring brands, culminating with a grand prize drawing for a chest freezer courtesy of Hussmann.
Through many public relations and social media vehicles, NFRA will promote the giveaway and deliver key messaging about ice cream and novelties to consumers on EasyHomeMeals.com, the Easy Home Meals Blog and the Easy Home Meals Facebook, Twitter, Pinterest and YouTube pages, as well as through it’s Cool Bites consumer e-newsletter.
Additionally, ice cream and novelties will be the focus of a television spot from the Mr. Food Test Kitchen in July that will broadcast to 4,000,000 households, and the MrFood.com website and e-newsletter will provide added exposure to millions of visitors and subscribers.