MCCLEAN, VA—The American Frozen Food Institute has selected three IPG agencies to develop a comprehensive national consumer campaign on behalf of the newly-formed Frozen Food Roundtable. McCann Erickson will lead the advertising and integrated team of sister agencies that include GolinHarris for public relations and Casanova Pendrill for Hispanic communications.
The FFRT was formed in late 2012 by a group of frozen food consumer packaged goods companies and is comprised of ConAgra Foods, General Mills, HJ Heinz, Hillshire Brands, the Kellogg Company, Nestle USA, Pinnacle Foods and the Schwan Food Company. It is focused on promoting the benefits of frozen foods to consumers and encouraging a stronger appreciation for products available in the frozen food aisle.
“Our goal is to engage consumers, invite them to think about frozen foods and learn how frozen foods can enhance their lives,” says Kraig Naasz, AFFI president and CEO. Recent research conducted by Braun Research on behalf of ConAgra found that four in five Americans believe that frozen foods are “highly processed,” when in many cases they contain fewer preservatives than many fresh-prepared foods.