Frozen-Food Makers Launch $30 Million Image Campaign

American Frozen Food Institute hopes to improve sluggish sales with "Frozen. How Fresh Stays Fresh" campaign.

May 15, 2014

WASHINGTON – ConAgra, General Mills, Kellogg, Nestle, Heinz and Hillshire Brands knock heads every single day at grocery stores across America. But the companies have joined forces for a new campaign that seeks to revive sluggish frozen-food sales, according to an article in Ad Age .

The American Frozen Food Institute (AFFI) is launching a three-year, $30 million effort called "Frozen. How Fresh Stays Fresh," which seeks to portray freezing "as nature's pause button."

For over a year now, frozen food marketers have been strategizing how they can overcome negative perceptions about frozen food, especially those perpetuated by competing foods. The new campaign will include TV, digital and print ads, according to a statement issued earlier this week by AFFI, which represents food makers, distributors and retailers. The coalition behind the campaign includes 11 companies, according to the campaign website.

"Keeping food fresh is what freezing is all about," said AFFI’s president and CEO, Kraig Naasz, in a statement, adding that the group is "excited to talk with consumers about the many benefits of frozen food."

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