The National Frozen & Refrigerated Foods Association (NFRA) will launch a national promotion for March Frozen Food Month that will deliver the positive message, It’s Real Food…Just Frozen!, to consumers across the country through various mediums. By uniting the industry around a collective promotion, consumers will see common messaging that creates interest around frozen foods, drives traffic and benefits the entire department.
NFRA and sponsoring frozen food brands will reach consumers across multiple platforms with several exciting and impactful initiatives. March sponsoring brands will run digital coupons and offers on Coupons.com. An integrated media partnership with WestwoodOne will deliver the frozen food message across radio, email, 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 Feb. 22, 2017, hosted by celebrity chef and food expert, Ceci Carmichael, will reach radio and TV 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, 2017, at 2 p.m. EST.
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 aisles – and that’s REAL food that just happens to be frozen. The campaign promotes the real ingredients, culturally-inspired recipes, fresh flavors and smart packaging that make this category of foods unique.