The National Frozen & Refrigerated Foods Association (NFRA) has hired Edelman to help enhance NFRA’s existing marketing campaigns and recharge efforts around promoting frozen and refrigerated dairy foods.
The $6 billion frozen foods industry has seen little growth for the past several years as a result of consumers' growing preference for fresh foods, demographics shifts, the economy and other factors.
“Our goal is to aggressively enhance our existing marketing programs with solid strategy, messaging, tactics and tools that NFRA members and the industry can use in an effort to change consumer perceptions about frozen foods," said NFRA president/CEO Skip Shaw.
Edelman’s first assignment is to spark new conversations to change perceptions of frozen foods.
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.