June Dairy Month Promotions Moo-ve the Needle on Refrigerated Food Sales

Harrisburg, PA— June is Dairy Month, and the National Frozen & Refrigerated Foods Association (NFRA) is creating an exciting fourth annual promotion to help the industry increase visibility and sales in the refrigerated dairy department. After three years, the promotion continues to grow thanks to the industry’s many extensive merchandising efforts. Advertising and in-store displays have created excitement in the aisles and increased traffic, and refrigerated food sales have increased in many categories and for many brands,

On a national level, NFRA is conducting a media relations campaign to reach consumers with positive messages about refrigerated foods. A press release will be sent to media outlets nationwide to announce the many savings opportunities consumers can find in the refrigerated dairy aisles during June. Last year’s June Dairy Month media initiative reached over 25 million consumers!

Also reaching consumers, NFRA’s Stay Cool e-newsletter, will be e-mailed to over 60,000 people, promoting June Dairy Month and providing a link to NFRA’s consumer website, BringUsToYourTable.com. Visitors to the Bring Us To Your Table! site have access to meal solution ideas, recipes, preparation and storage guidelines, games for kids and much more.

To help companies plan a month-long promotion for June, NFRA has created a June Idea Book and POS Catlaog that contains many ideas and shows the resources that are available from NFRA. June Dairy Month point of sale and specialty items can be used by companies to support the program at the retail level. The June Idea Book and POS Catalog is available by calling NFRA, or it can be downloaded from the NFRA website at http://www.nfraweb.org/promotions/june.html.

To encourage support of the June promotion throughout the industry, NFRA is sponsoring the Golden Penguin Awards Competition which recognizes excellence in promoting and merchandising refrigerated foods. These prestigious awards will be presented at a gala banquet during the National Frozen & Refrigerated Foods Convention in Orlando, FL in October. A complete rules brochure is available from NFRA or can be downloaded from the NFRA website at http://www.nfraweb.org/promotions/june.html.

June Dairy Month is part of the Bring Us To Your Table! Cool Favoritescampaign. This all-industry promotional effort was designed toprovide a platform to promote refrigerated foods year-round and bring more consumers into the aisle and increase usage/sales across all product lines.

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