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This year’s annual "Summer Favorites Ice Cream & Novelties" promotion, sponsored by the National Frozen & Refrigerated Foods Association (NFRA) and 24 top brands, will include a retail display contest and a consumer coupon and freezer giveaway.
The giveaway aims to pique consumer interest and drive increased traffic to the ice cream and novelties aisles. A randomly chosen weekly winner will receive exclusive manufacturers’ coupons from the sponsoring brands, with one grand-prize winner getting a chest freezer at the close of the promotion. Consumers can enter the giveaway on the Easy Home Meals Facebook page.
The retail display contest will encourage grocers to spread the word about the giveaway via in-store point of sale. Retailers, manufacturer reps and sales agents can develop creative merchandising displays during the nine-week promotion to compete for the NFRA’s Golden Penguin Award. Qualifying displays should feature the sponsoring brands as well as directing consumers to the giveaway through the Easy Home Meals website and Facebook page. Entries are due to NFRA by Aug. 10, and winners will be recognized in six regional categories on Oct. 9, at the annual NFRA Convention in Washington, D.C.
Additional promotional support is provided by Mr. Food (aka Art Ginsburg), who will publicize Summer Favorites on his July 2 TV show, during which he’ll share recipes and tips with viewers, while newspaper and radio spots will spotlight the retail discounts shoppers can take advantage of during the promotion. Additionally, NFRA has themed point-of-sale materials and artwork available to retailer participants in the promotion.
Harrisburg, Pa.-based NFRA, a nonprofit trade association representing all segments of the frozen and refrigerated foods industry, also sponsors March National Frozen Food Month, June Dairy Month and the "October Cool Food for Kids" educational outreach program.