When it comes to trends in the food industry, fresh is definitely in.
That leaves frozen food makers in a bit of a pickle. So, in an effort to boost visibility and remind the public that frozen vegetables are food, too, the American Frozen Food Institute is playing offense.
It’s coming at the right time, too. Eruomonitor International reports that frozen food sales are down three percent to $8.92 billion since 2009, and are expected to drop another two percent this year.
According to NWITimes.com
, the trade group’s new campaign will aim to “educate people that the freezing process is just a way to hit the ‘pause button’ to lock in the nutrients, quality and taste of fresh food. It's the biggest marketing push on behalf of the industry to date and the first to include national TV ads, according to the American Frozen Food Institute.”
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The campaign is expected to be a multiyear, multimillion dollar push starting next month. It will include TV, social media and in-store promotion.