The National Frozen & Refrigerated Foods Association (NFRA) will launch a promotion for March Frozen Food Month that will deliver the positive message, It’s Real Food…Just Frozen!, to consumers across the USA through various channels. By uniting the industry around a collective promotion, consumers will see common messaging that creates interest in frozen food products, drives traffic and benefits the entire sector.
NFRA and sponsoring frozen food brands aim to reach consumers across multiple platforms with several impactful initiatives, including digital coupons and offers on Coupons.com. An integrated media partnership with WestwoodOne will deliver positive frozen food messages on radio, via e-mail, online and through social media.
Strategic partnerships will expand the promotion’s reach to new audiences. The Mr. Food Test Kitchen will create a March Frozen Food Month TV segment that will air to five million viewers. NFRA’s panel of 11 food bloggers will engage their followers with creative recipes and meal assembly ideas using frozen foods. A satellite media tour on February 22, hosted by celebrity chef and food expert Ceci Carmichael, will reach radio and television audiences across the country.
On social media, Frozen Food Month and sponsoring brands will be promoted throughout NFRA’s consumer-facing Easy Home Meals properties. In addition, a $10,000 Sweepstakes and a four-week freezer giveaway courtesy of Hussmann will engage consumers online at EasyHomeMeals.com. Conversation will continue on social media with a Twitter Party hosted by Resourceful Mommy Media on March 7.
Newly designed POP material is now available, and NFRA is again sponsoring the Golden Penguin Awards to recognize the best merchandising and marketing efforts during March. NFRA has developed 12 Steps to a Terrific Retail Promotion to guide retailers in planning for March. More information and the 12 steps can be found at www.NFRAweb.org.
The promotion will be supported by NFRA’s year-round consumer PR campaign, Real Food. Frozen. The campaign focuses on changing the current conversation and perceptions about what people can find in the frozen food aisles of retail stores – and that’s real food that just happens to be frozen. The campaign promotes real ingredients, culturally inspired recipes, fresh flavors and smart packaging.
Headquartered in Harrisburg, Pennsylvania, NFRA is a non-profit trade association representing all segments of the frozen and refrigerated foods industry in the United States. In addition to March National Frozen Food Month, it sponsors June Dairy Month, the June/July Ice Cream & Novelties promotion, and the October Cool Food for Kids educational outreach program. It annual convention will be held October 7-10 in Orlando, Florida.