From Our Print Edition

New initiatives and promotions will help drive retail sales and tell frozen and refrigerated foods’ compelling story to consumers via traditional and new media, including TikTok.  

At the National Frozen & Refrigerated Foods Association, we’re excited for 2022 when we’ll add several new initiatives to our consumer public relations campaigns, now entering their 10th year. Event themes remain Real Food. Frozen and Dairy… and Beyond. 

ENHANCED SOCIAL MEDIA

A diversified panel of food influencers will tell the frozen and refrigerated foods story, generating timely content and fueling food-related conversations across NFRA’s consumer social media platform, Easy Home Meals. An enhanced social media strategy, to include the use of TikTok and the redesign of the EasyHomeMeals.com website, will provide a steady stream of consumer information in new formats appealing to younger audiences. 

NFRA will continue its long-standing relationship with the Mr. Food Test Kitchen, focusing on simple and easy cooking that aligns with the convenience of frozen and refrigerated foods. MFTK’s significant online community and TV exposure will help NFRA reach a large and varied audience.  

A concerted effort to develop relationships with supermarket registered dietitians will provide these important spokespeople with the resources and information they need to communicate positive messages around frozen and refrigerated food to shoppers. As the representatives in direct contact with consumers, they can be strong advocates for NFRA categories.

The issues of food waste and food safety present an opportunity for NFRA to galvanize the industry around a greater purpose and highlight our foods as safe, economical, waste-reducing options. NFRA is partnering with Young Minds Inspired, the nation’s leading provider of free educational outreach programs, in developing materials on how our industry’s foods can be a part of the solution to these problems. The program will distribute educational materials to 87,000 teachers who are providing instruction on these topics for elementary and middle school children.

NEW COOPERATIVE PROGRAMS

NFRA is building exciting new cooperative programs for its 2022 annual promotions for March Frozen Food Month and June Dairy Month. These programs place brands directly in front of consumers at critical points during the path to purchase. The future-focused programs are simplified offerings with a lower price point and stronger ROI. 

At the direction of the board of directors, NFRA will also explore a new joint frozen and refrigerated promotion. With huge synergies between the departments, a multi-week PR initiative touting the benefits of the categories is expected to offer new ideas to cooking-fatigued consumers.   

NFRA and IRI have released an updated 2021 State of the Industry Report. This valuable member resource provides dynamic content — including direct consumer feedback — as well as trend updates and real-time data. IRI will also provide a customized data portal for NFRA members, highlighting category sales and unit data quarterly.  n

Jeff Rumachik is president and CEO of NFRA.