PR Campaign - Together Toward Growth 2022 FUNDING INITIATIVE - National Frozen ...
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PR Campaign
2 02 2 F UN DI N G I NI T I AT I V E
Together Toward Growth
Together Toward Growth
Campaign Objectives
PR Campaign • Bring the industry together to
promote frozen foods year-
round and drive an increase
in conversation and positive
Overview sentiment about the category.
• Position frozen foods as
Recognizing a changing and challenging food environment, as well progressive, innovative and
meeting the changing needs and
as a more food food-aware and selective consumer, NFRA launched lifestyles of today’s consumer.
an aggressive and contemporary communications program in 2013
• Generate greater share of voice
– with an overall goal to spark new conversations to change and in traditional and social media.
enhance perceptions about frozen foods.
• Elevate activations during key
moments in time (including NFRA
promotions) to showcase core
tenets of the frozen messaging
platform – Real, Exploration,
Flavorful and Value.
• Align, engage, leverage and
amplify NFRA member brands.
Together Toward Growth
On-Target Messaging Platform and Pillars… New and Engaging Ways to Reach Consumers
Messaging Platform
Real ingredients. Chef-inspired recipes.
Fresh flavors. Wholesome meal ideas.
Portions and packaging that don’t leave
anything to waste. The freezer aisle is
pretty cool. It’s filled with real food.
Frozen. To meet your real life needs.
REAL EXPLORATION FLAVORFUL VALUE REAL EXPLORATION FLAVORFUL VALUE REAL EXPLORATION
Together Toward Growth
2021 Results - Effectively Reaching Our Target Audiences
615.7+ MILLION
The campaign has been successful during 2021 in increasing
awareness of frozen foods’ diverse and unique story of real
ingredients and fresh flavors, as well as the industry’s innovative
efforts to meet modern-day consumers’ real life needs. NFRA has: Total 2021 Campaign Impressions (Jan.-June)
• Shared compelling content to connect with consumers on all
digital and social platforms.
• Drove positive national media coverage with relevant frozen
food messaging.
• Inspired and educated audiences through media partnerships
and promotions.
• Grew social media audience and engagement.
REAL EXPLORATION FLAVORFUL VALUE REAL EXPLORATION FLAVORFUL VALUE REAL EXPLORATION
PR Campaign 2 02 2 P R P L ANS Together Toward Growth
Together Toward Growth
2022 Storytellers Social Media Media Partnerships
PR Plans
Share Messages Connect and Engage Expand Content
with Consumers Reach
Key campaign element - will continue to
expand and diversify the Cool Food Panel Central to campaign efforts – Easy Increasing campaign footprint –
of bloggers and food influencers to fuel Home Meals website, blog, and all by partnering with online
positive conversation and drive inspiration social media platforms have media like Mr. Food Test
with frozen based meal solutions that meet attracted a loyal consumer base. Kitchen, Resourceful Mom and
consumers’ lifestyles. The influencers will We will continue to engage and The Kitchn, we will continue
also support promotion activations and grow communities including launching to reinforce the frozen food
focus on PR campaign sponsoring brands. on TikTok. We will connect with messaging and outreach.
audiences using quality content,
search engine marketing, promoted
posts, sweepstakes, giveaways,
brand ads, recipes and more.
Together Toward Growth
2022 Media Outreach Content Development Membership
PR Plans Secure Positive Educate and Inform Engagement
Coverage An important focus for successful Bring Added Life
Pique media interest and social media efforts – develop content to Campaign
generate positive news (infographics, videos, meal planning
Showcase member stories and
stories about frozen foods tools) around key pulse points to
provide resources and information
that reach large audiences. educate consumers about the
for member companies to leverage
We will continue to utilize benefits of frozen foods.
Real Food. Frozen. within their
multimedia news releases, products and brands. Collaborate
virtual media tours and to create engaging and shareable
pitching events to support content that highlights frozen
and reiterate campaign foods as meeting the needs of
messages. today’s consumers.
Together Toward Growth
2022 Special Initiatives
PR Plans Collaborative
Supermarket Registered Dietitians Food Waste & Educational Outreach
Further expand Supermarket Registered Food Safety Continue to develop new
Dietitian relationships, recognizing their Take on an even content to reach these future
consumer influence in delivering key larger role in the shoppers in an educational
frozen food benefit messaging – through food waste and setting – as well as repurpose
initiatives like SRD newsletters, toolkits, food safety conversations at a national existing outreach efforts that
and marketing materials. level, reaching consumers of all ages communicate effectively with
through a variety of media and PR educators, students and
Turkey Cranberry Meatballs activations with important messaging families about the benefits
INGREDIENTS 22 servings
3/4 cup Cape Cod Select frozen cranberries, chopped
1/2 cup minced onion
on industry’s efforts to combat these of frozen foods.
1 clove crushed garlic
1 tablespoon chopped sage
1 pound ground turkey breast
1 tablespoon maple syrup or honey
problems.
1 egg, beaten
Recipe courtesy of Cape Cod Select & Simple and Savory
DIRECTIONS
1. Pre-heat oven to 375° and place the onion, garlic, sage and turkey breast into a bowl.
2. Mix the cranberries with the syrup or honey and add to the meat mixture.
3. Add the egg and combine well.
4. Form the meat into balls and place on parchment-lined baking sheet.
5. Bake for 15 to 20 minutes.
Brought to you by the National Frozen
For more recipes, visit EasyHomeMeals.com! & Refrigerated Foods Association
PR Campaign
YOUR BE N EF I TS F O R S P O NS O R S H I P
Together Toward Growth
Together Toward Growth
Sponsor
Benefits Your Benefits for Sponsoring the Real Food. Frozen. PR Campaign
Media Outreach
Brand Exposure to Consumers Many opportunities occur throughout
the year for brand exposure through
Social Media Engagement the PR campaign media outreach
activities, both traditional and online.
Throughout all of NFRA’s
These include our Cool Food
active, growing Easy Home
Panel of food bloggers who
Meals social media
share messaging, meal assembly
properties – your brand
ideas and sponsoring frozen
and messaging will receive
food brand products. Platinum
prominent exposure.
Sponsors are given primary
(Our Facebook audience
consideration in media outreach
now exceeds 450,000!)
efforts.Together Toward Growth
Sponsor
Benefits Your Benefits for Sponsoring the Real Food. Frozen. PR Campaign
Brand Exposure to Consumers
New Products Shared with Consumers
Recipes on Easy Home Meals Website The New Product Newsletter will also be emailed
Tap into NFRA’s growing consumer audience by sharing to our consumer subscriber list and shared on Easy
your branded recipes and photos on our popular Easy Home Meals social channels.
Home Meals website. All recipes will link back to your
Brand Exposure Report
brand’s website. Platinum Sponsors receive a
NFRA will track your brand and provide you with
complimentary ad on the Easy Home Meals homepage.
a year-end report summarizing your brand exposure
Easy Home Meals E-Newsletter as a result of the Real Food. Frozen. campaign.
Sponsoring brand logos will be featured in NFRA’s
consumer e-newsletter, and will link back to your website.
The newsletter supports annual promotions and the PR
campaign messaging, and also shares recipes, tips,
sweepstakes and more with 72,000+ subscribers.Together Toward Growth
Sponsor
Benefits Your Benefits for Sponsoring the Real Food. Frozen. PR Campaign
Brand Exposure to Retailers
New Product NFRA Website
Introduction Newsletter Your company name
Unlimited number of your and brand logo(s) will
new products featured in the be prominently displayed
“What’s Hot and New in Frozen in the consumer PR
and Refrigerated Foods” campaign section and
quarterly e-newsletter sent to link back to your
all retailers (also emailed to website(s).
NFRA’s consumer subscriber
list) and posted on LinkedIn.Together Toward Growth
Sponsor
Benefits Your Benefits for Sponsoring the Real Food. Frozen. PR Campaign
NFRA’s Annual Events Scroll of Contributors
Your company’s name will be listed on the Scroll of Contributors
Complimentary Meeting Rooms and prominently displayed during the NFRA Convention and at
the NFRA Executive Conference.
Platinum-level sponsoring manufacturers will be
offered a complimentary meeting room (subject
to availability) at the NFRA Convention.
Taste of Excellence
As a sponsor, you will have first option to reserve
tables at the NFRA Convention’s Taste of
Excellence Reception, as well as be given prime
location at the reception for your products.PR Campaign
JOIN US ! M A K E YO U R CO MMI T ME N T TO DAY !
Together Toward GrowthTogether Toward Growth
Together Toward Growth
The Real Food. Frozen. PR campaign is making a REAL difference! This
Join us!
all-industry campaign effort is successfully reaching millions of consumers
with targeted frozen food messaging: • Join us and support this
important all-industry PR
• Transforming the frozen food conversation. Program.
• Changing consumer perceptions.
• Enjoy the benefits, utilize
• Driving more shoppers to the frozen food aisles. the tools and participate
in exciting PR campaign
activations.
Take this Successful Campaign to the Next Level
• There has never been
We are asking for your support. NFRA has invested significant funds into this a more exciting and
Frozen Food PR Campaign, but the ultimate long long-term success depends opportune time to connect
on the continued voluntary funding from industry contributors. with consumers as they
embrace the benefits of
frozen foods.
REAL EXPLORATION FLAVORFUL VALUE REAL EXPLORATION FLAVORFULYou can also read
