The National Frozen & Refrigerated Foods Association (NFRA) is stepping up its efforts to promote frozen and refrigerated dairy foods by naming Edelman as its PR agency of record. Together, they will kick off a campaign to tell the story of frozen and refrigerated dairy foods in new, dynamic ways to more people and across more channels.
Efforts will officially kick off in January 2013 with a focus on expanding NFRA’s hallmark promotion during March Frozen Food Month. Enhanced efforts will include influencer engagement and robust media relations through an all-industry messaging platform and new and engaging ways to reach consumers.
According to NFRA, the $6 billion packaged frozen food industry faces declining sales across several frozen food categories for various reasons, ranging from an aging population to shifts in how consumers are making food choices based on values, health and economics. The association has been very successful promoting frozen and refrigerated foods for nearly three decades through signature programming like March Frozen Food Month and June Dairy Month, but the changing landscape poses new challenges.
“Consumers have become more food aware and choiceful about what they put in their grocery carts," said NFRA President and CEO Skip Shaw. “It’s important that NFRA and our industry communicate in a way that is more relevant to how people shop and eat."
NFRA represents more than 400 food manufacturers, retailers, sales agents and distributors with the common goal of fostering industry dialogue and demonstrating the relevance and value of their products to U.S. grocery shoppers.
