The Harrisburg, Pennsylvania-headquartered National Frozen & Refrigerated Foods Association (NFRA) is about to gear up a national public relations campaign for March Frozen Food Month that will deliver a “Savor the Taste of Real Food…Just Frozen!” message to consumers across the USA through various platforms. By uniting the industry around a collective promotion, consumers will see common messaging that creates interest around frozen foods, drives traffic in the aisles and benefits the entire department.
NFRA and sponsoring frozen food brands will reach consumers via multiple media presentations. March sponsoring brands will run digital coupons and offers on Coupons.com. An integrated partnership with WestwoodOne will spread the frozen food message across radio, email, online and through social media.
Strategic partnerships will expand the promotion’s reach to new audiences, according to the NFRA. The Mr. Food Test Kitchen will create a March Frozen Food Month TV segment that will air to five million viewers. The association’s partner food bloggers will engage their followers with creative recipes and meal assembly ideas using frozen foods.
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 Gift Card Giveaway will engage consumers online at EasyHomeMeals.com. The conversation will continue on social media with a Twitter Party hosted by Resourceful Mommy Media on March 6.
NFRA is again sponsoring the Golden Penguin Awards to recognize the best merchandising and marketing efforts during March. For ideas on creating an award-winning event, the trade association has developed 12 Steps to a Successful Retail Promotion to guide retailers in planning for March Frozen Food Month. More information about this can be found at NFRAweb.org.
The promotion will be supported by NFRA’s year-round consumer public relations campaign, “Real Food. Frozen.” It focuses on changing the current conversation and perceptions about what people can find in the frozen aisles – and that’s real food that just happens to be frozen.