initiatives featured national food celebrity, author and ... Through this partnership,
Mr. Food highlights the value ... As consumers become more food aware and.
HARNESSING THE POWER OF NFRA, BRINGING THE INDUSTRY TOGETHER & ENHANCING YEAR-ROUND INITIATIVES
2013 CHANGING THE
FROZEN FOOD
CONVERSATION ANNUAL CALL FOR FUNDING
4755 Linglestown Road, Suite 300, Harrisburg, PA 17112 P 717.657.8601 F 717.657.9862 E
[email protected] www.NFRAweb.org www.EasyHomeMeals.com
Frozen Food Consumer PR Campaign We’re working to bring the industry together to promote frozen foods year-round and drive consumer sales … like never before.
2013 GOALS: • Shift program emphasis to FOOD • Attract more consumers to the frozen food aisle
We’re Successfully Reaching Millions of Consumers … National Spokesperson – Mr. Food! Our campaign initiatives featured national food celebrity, author and TV personality, Mr. Food, a.k.a. Art Ginsburg. Through this partnership, Mr. Food highlights the value of frozen foods to a mass consumer audience through television segments, an e-cookbook, recipe development and web messaging. Mr. Food will continue his role as national spokesperson through 2013. Social Networking – Facebook, Twitter and More NFRA’s Easy Home Meals Facebook page continued to deliver recipe and meal ideas, host sweepstakes and gain followers. We’ve seen a 153% growth in followers within the last year and will continue aggressive social outreach to stay engaged in the frozen food conversation. EasyHomeMeals.com Website Newly designed and developed to support the expanding goals of the Frozen Food Consumer PR Campaign – this consumer website will continue to effectively deliver key frozen food messaging, recipes and meal solutions for every occasion, as well as health, nutritional, educational and safety information about frozen foods.
Consumer Media Initiatives Results of consumer media initiatives continued to garner significant coverage, achieving an average of 250 million impressions. Strategic Partnerships Partnerships with Healthy Weight Commitment and other organizations have provided NFRA with additional year-round promotional resources and expanded audience reach for promotions like the Cool Food for Kids program. We will continue to seek, develop and nurture beneficial relationships with common messaging goals. Promotional Planning Calendar Central to NFRA’s year-round marketing campaign efforts, the Planning Calendar provides monthly ideas and resources for promoting frozen foods year-round. The 2012 Calendar was introduced digitally at www.NFRAweb.org and featured recipes and meal solution ideas, as well as sponsoring brand logos, and highlights of the key NFRA annual promotions. The 2013 calendar will be enhanced to include new messaging, new ways to engage consumers and much more.
through new and engaging communications more relevant to how people shop and eat • Educate consumers on the attributes, benefits and value of frozen foods by effectively utilizing bloggers, dietitians, chefs and other influencers • Encourage family mealtime and healthy lifestyles with recipes and solutions for every meal occasion
• Promote the quality, variety, convenience and taste of frozen foods focusing on real ingredients, culturallyinspired recipes and fresh flavors • Communicate category strengths and product innovations • Provide year-round promotional opportunities for all segments of the industry PLEAS
And We’re Taking it to the Next Level in 2013! Despite our successes, the frozen food category is up against unprecedented challenges in the face of a changing food environment. As consumers become more food aware and choiceful about what they put in their grocery carts, it’s critical that NFRA communicates in a way that is more relevant to how people shop and eat. We’ve retained Edelman PR to help change the current conversation and perceptions about what people can find in the freezer aisle – and that’s FOOD. Real food that happens to be frozen. In 2013, we will go on the offensive, focusing on promoting the real ingredients, culturally-inspired recipes, fresh flavors and smart packaging that make our category of foods unique, rather than defending our value. We will enlist influential voices
E SUP P O RT THIS V IT A L INDUS TRY IN ITIATIV E!
in the food world, engage consumers in new ways during our promotions and tap new champions like bloggers, dietitians and chefs to drive a steady stream of conversation throughout the year. Also in 2013, you can look forward to: •E nhanced newsletters – from our consumer “Stay Cool” newsletter to industry updates, new products and promotion communications, all NFRA newsletters will be enhanced to optimize share-ability and interactivity. •A n expanded promotional planning calendar with monthly ideas and recipes to promote frozen foods. •A dditional point of sale materials to create added excitement in-store.
A Personal Message from NFRA President and CEO, H.V. “Skip” Shaw, Jr. I’ve been part of the NFRA for more than 25 years, and never has there been a more exciting time to connect about food in such dynamic ways with you and our consumers. This is an exciting time, but we need your support now more than ever. Together, we can bring America back to the freezer aisle.
