CONVENIENCE IS THE MESSAGE OF THE MONTH

CAROL ANGRISANI

The convenience of frozen foods was a common theme in retailer displays and advertisements for National Frozen Food Month.

Throughout last month, chains gave strong exposure to frozen entrees, vegetables, desserts and breakfast items. Many stores advertised NFFM heavily in circulars, and also transformed their frozen-food departments into scenic landscapes.

For instance, a Ralphs store in Anaheim, Calif., decorated its frozen-food department with a penguin scene, SN found during an in-store visit. Stickers on the refrigerator doors spelled out "National Frozen Food Month." Above the aisle was a large sign with a penguin.

The retailer used the Southern California Frozen Food Council's theme, "Easy Home Cookin'." A three-door cooler unit, which featured a banner reading "Easy Home Cookin'," was placed on one side of the frozen-food aisle.

Meanwhile, an insert in a circular for Publix, Lakeland, Fla., read "Get Meals in Minutes at Publix." The ad pictured Green Giant's Create a Meal and Swanson's four-compartment dinners. The circular also promoted brand-name chicken entrees, fish and stuffed potatoes.

At the bottom of the ad was a picture of Publix-label vegetables along with text: "We're here to tell you that Publix Frozen Vegetables are not only just as vitamin-packed as fresh produce, but they're even better than fresh...So load up on the cream of the crop at Publix during National Frozen Food Month."

Circulars for Quality Food Centers, Bellevue, Wash., focused on price points.

"March is National Frozen Food Month, and we're celebrating with some of the hottest prices of the year on everything from frozen entrees to side dishes and desserts," one ad read. The NFFM logo, a penguin holding a fork and knife, was also pictured. Featured items included Totino's Party Pizza, Progresso pasta and sauce meals, Bagel Bites and Van de Kamp's grilled fish fillets.

Edwards Super Food Stores, Windsor Locks, Conn., pictured a group shot of several different frozen items, including Green Giant vegetables, Van de Kamp's fish fillets, Budget Gourmet entrees, Healthy Choice meals and Turkey Hill ice cream.

Pathmark, Woodbridge, N.J., used the "Eating in Is Cool" theme, promoting frozen potatoes, vegetables, frozen fish, and a variety of private-label products, such as pizza, vegetables and ice cream sandwiches and ravioli.