Industry promotion
Market growth and performance 2010-2015
1
Industry promotion The frozen food industry has been actively investing in the promotion of frozen food.
For well over five years, BFFF has led an award-winning marketing and PR campaign to promote frozen to chefs and consumers. The consumer campaign is focussed around the Cool Cookery website which is dedicated to helping busy households find quick and nutritious meals that can be made with frozen ingredients. Relaunched in 2016, the website provides home cooks with handy hints and tips to help make the most of their freezers and create great-tasting, convenient dishes.
ICELAND’S ‘POWER OF FROZEN’ A D V E R T I S I N G C A M PA I G N
which highlights the naturalness, provenance and quality of frozen food.
The campaign has also linked-up with leading blogger collective BritMums and challenged 20 bloggers to devise a meal made using frozen meal components. This is supported by a social media campaign allowing the industry to regularly engage with consumers on food topics, promote recipes and promote competitions. Whilst individual brands and retailers have always promoted themselves and their products, there has been a significant rise in the level of marketing being undertaken by the sector in the last two years promoting the generic benefits of frozen. Notable campaigns include:
B I R D S E Y E ’ S I F R E E Z E A N D I S AV E I N I T I AT I V E
in conjunction with Love Food Hate Waste has generated headlines and motivated consumers to buy frozen by highlighting the reduction in food waste and resulting savings that frozen delivers.
13