The Harrisburg, Pennsylvania-headquartered National Frozen & Refrigerated Foods Association (NFRA) has secured the assistance of Phil Lempert to help tell the story of the quality, taste and convenience of frozen foods to celebrate March Frozen Food Month in the USA. Regarded as an expert analyst of consumer behavior, marketing trends, new products and the changing retail landscape in North America, Lempert is recognized as a television, radio and print personality and is thus expected to add a voice of authority to NFRA’s consumer public relations efforts.
“We’re pleased to work with Phil, knowing he embraces the quality and innovation that can be found in the freezer aisle today,” said NFRA President and CEO Skip Shaw. “With his firm grasp on current consumer and industry trends, Phil can provide an objective, expert opinion relatable to multiple audiences.”
To launch March Frozen Food Month, Lempert, has created and will publish an interactive infographic designed to showcase frozen foods’ story of real ingredients and fresh flavors that reflect culinary traditions from around the world and meet consumers’ daily needs. He will also do a “Focus on Frozens” food review of some of the up and coming frozen food products throughout March on the SupermarketGuru.com website.
“The frozen food aisle is changing dramatically as those food-loving Millennials start moving out of their parents’ homes and setting up their own families,” said Lempert. “They are seeking out unique flavor and healthier options, and just like the generation before them they are more time pressed than ever and seek out the ultimate convenience that the frozen food aisle offers.”
Capitalizing on consumers’ desire for flavor exploration and quality meals, NFRA’s additional activations to support March Frozen Food Month include an online partnership with Huffington Post showcasing the real food, frozen story via a listicle of tips and recipes for A Week’s Worth of Dinners from around the World (That You Can Find Right in Your Freezer). Also, a group of registered dietitians across the country will celebrate their favorite frozen foods in TV segments and personalized blog posts.
NFRA’s sponsoring manufacturer brands will provide consumers with coupons in a two-page free standing insert in print publications (20 million circulation), as well as on Coupons.com. Visitors to NFRA’s EasyHomeMeals.com website will have a chance to win a $10,000 Sweepstakes and enter the Freezer Giveaway courtesy of Hussmann.
The trade association’s partner food bloggers will provide recipes and tips throughout the month across the Easy Home Meals social properties.
All of these efforts are a part of NFRA’s year-round Real Food. Frozen consumer public relations campaign to transform the frozen food conversation, change consumer perceptions and bring shoppers to the frozen food aisles in the USA. Campaign efforts in 2014 increased the frozen food conversation by 18%, garnering over 610+ million impressions. To build on that success in 2015, the association has expanded its panel of frozen food storytellers to generate more content and conversations, enhanced its social media strategy and worked to increase national media exposure and fuel food-related conversations.