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The theme of the campaign the National Frozen & Refrigerated Foods Association (NFRA) will roll out during March Frozen Food Month 2011 is “Bringing Families Together with Easy Home Meals,” in an attempt to capitalize on consumers’ shift toward preparing more meals at home by positioning frozen foods as the ideal meal solution.
Now in its 28th year, the promotion will launch with a three-page FSI, slated to be distributed on March 6 to more 37 million homes, which will feature coupons and product shots of the 19 participating sponsors and highlight the promotion’s theme. Additionally, consumers will be able enter a 7-day Family Caribbean Cruise Sweepstakes hosted on NFRA’s consumer website, www.EasyHomeMeals.com, and the Harrisburg, Pa.-based association’s national mascot, Mr. Food, will appear on TV to mark March Frozen Food Month in a series of regularly scheduled shows reaching more than 4 million viewers daily.
Promotion resources include an Idea Book of marketing tips, coordinating artwork and logos and themed point-of-sale materials available to NFRA members to use as a way to encourage consumer participation in the monthlong event, which will be backed by print and radio ads, along with the Easy Home Meals Facebook page and the Stay Cool e-newsletter.
The association also urges companies to take part in the Golden Penguin Awards program recognizing promotional excellence during March. Winners will receive their awards at the National Frozen & Refrigerated Foods Convention in Orlando, Fla., scheduled for Oct. 22 through Oct. 25.
For more information on the promotion, visit www.NFRAweb.org/promotions or call NFRA at 717-657-8601.
A nonprofit trade association representing all segments of the frozen and refrigerated foods industry, NFRA is also the sponsor of the June Dairy Month, the June/July Ice Cream & Novelties promotion and the October Cool Food for Kids educational outreach program.