NFRA Provides Fresh Ideas for Promoting Frozen Foods ... Five Years and Counting!

Harrisburg, PA – The National Frozen & Refrigerated Foods Association (NFRA) is celebrating the five-year mark of its industry-wide, year-round marketing/public relations campaign – Frozen Foods – Fresh Ideas. Great Taste. (formerly Bring Us To Your Table! Freezer Favorites).  It’s a campaign that’s making a difference in changing consumer perceptions about frozen foods.

This promotional effort began in 2002 with the goals to provide significant year-round promotional opportunities for all segments of the frozen food industry; convey the convenience, quality and taste of frozen foods; promote category strengths and product innovations; create excitement and consumer interest in frozen foods; communicate key frozen food messages to millions of consumers; and, warm-up the frozen food aisles.

Many Successes
The Frozen Foods – Fresh Ideas. Great Taste. campaign successes have been many. Consumer media initiatives have been implemented consistently throughout each year, successfully reaching millions of consumers with important frozen food messages, recipes and meal solution ideas.  From the campaign’s inception in 2002 through 2006, NFRA’s print, radio and Hispanic releases garnered over 850 million impressions.  Already in 2007, consumer media initiatives have reached over 135 million consumers through 1,512 newspaper placements and 967 radio broadcasts across the country.

The consumer is also reached through the Association’s quarterly Stay Cool e-newsletter, delivered to over 80,000 recipients; as well as NFRA’s consumer website, EasyHomeMeals.com, which receives over 2.5 million consumer visits annually.

Industry resources have been continuously developed and distributed to promote frozen foods year-round, as well as highlight the NFRA annual promotions. The annual Planning Guide is central to the overall campaign marketing effort, as well as point-of-sale materials that add excitement in-store.  Food photography, artwork, media releases and many more resources for year-round promoting are supplied.  NFRA also produces and distributes a monthly e-newsletter, Promotion Works, providing the industry with creative ideas for promoting year-round.

New in 2007
The Frozen Foods – Fresh Ideas. Great Taste. campaign has delivered two blockbuster “fresh ideas” in 2007. 
NFRA developed a Cool Chef Online Video Library – a video series for the web that delivers creative consumer meal solutions.  The 12 streaming Flash videos run between 1½ and 2 minutes in length and feature cooks preparing recipes using unbranded frozen and refrigerated foods for every meal occasion.  The series is available in any combination of the 12 videos.  Production, streaming and technical support is provided free to NFRA members.

Another new, and very popular, effort for 2007 is NFRA’s What’s Hot and New in Frozen & Refrigerated Foods e-newsletter. This quarterly newsletter highlights new product introductions by sponsoring manufacturers of the Frozen Foods – Fresh Ideas. Great Taste. campaign.

A Bright Future
Plans are currently in the works for the 2008 Frozen Foods – Fresh Ideas. Great Taste. campaign activities and promotions. NFRA will continue the many successful promotional efforts of the past five years, as well as introduce new and exciting ventures.  A 2008 highlight will no doubt include the 25th anniversary of March National Frozen Food Month.

According to Nevin Montgomery, President and CEO of NFRA, the industry is stepping up its support of this year-round marketing/public relations campaign, which is a great sign for its success in the years to come.  “This campaign is based totally on voluntary industry contributions,” commented Montgomery.  “Without the significant manufacturer and retailer support, we could not possibly reach our campaign goals and deliver on our mission to increase the sale and consumption of frozen and refrigerated foods.  This is an exciting time for our industry and the Association.  We’re looking forward to the future development and enhancements to this important industry initiative.”

NFRA is a non-profit trade association representing all segments of the frozen and refrigerated foods industry.  Headquartered in Harrisburg, PA, NFRA is the sponsor of the March National Frozen Food Month, June Dairy Month, June/July Ice Cream & Novelties and October Frozen Food Festival promotions, as well as the National Frozen & Refrigerated Convention, being held this year in San Antonio, TX, October 13-16, 2007.

For additional information on the Frozen Foods – Fresh Ideas. Great Taste. campaign, or any of the Association programs or activities, call NFRA at 717-657-8601, or visit www.nfraweb.org.

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