'FREEZER FAVORITES' HIT THE CAMPAIGN TRAIL

BARBARA MURRAY

HARRISBURG, Pa. -- The National Frozen Food Association here has developed a new industrywide marketing and public relations campaign, called "Bring Us To Your Table -- Freezer Favorites," which will give all segments of the frozen food industry a year-round promotional platform, the NFFA said.

The new logo and theme were unveiled at the NFFA's annual Retail Executive Conference, held in Dallas.

NFFA members who are sponsors of the campaign will start using the theme and logo nationwide beginning with the 2002 March National Frozen Food Month promotion. The new marketing efforts will be supported by a national consumer public relations campaign, slated to launch in late 2002 or early 2003.

"This new promotional effort is something our Manufacturer Advisory Council has been working on for quite some time," said Nevin Montgomery, president of the NFFA. "This campaign builds on the success of our long-standing March promotion."

"Bring Us To Your Table," together with the new term "Freezer Favorites," tested very positively in focus group research. It has the flexibility to shift from one category to another, from entrees to desserts, depending upon what the retailer wants to promote at that time.

"The logo will contain photos of the prepared meal, to create a more warm, appetizing impression of the frozen food aisle," said Skip Shaw, executive director of the NFFA. "We'll put together a promotional calendar and encourage retailers to support it."

The association is meeting with leading retailers and manufacturers around the country over the next few months as funding strategies are put in place. The Rountree Group, an Atlanta-based public relations firm, is working with NFFA to develop the marketing and public relations strategy.