Frozen foods pick PR to push nutritional values

Frozen food manufacturers are ploughing pounds 200,000 into a PR campaign to convince consumers of the nutritional value of their products.

Frozen food manufacturers are ploughing pounds 200,000 into a PR

campaign to convince consumers of the nutritional value of their

products.



Iceland, Birds Eye Wall’s, McCaine Foods, Sara Lee and other members of

the Frozen Food Information Service (FFIS) have recruited Countrywide

Porter Novelli to run the programme. The appointment spells the end of a

seven-year relationship with food specialist Cameron Choat PR.



FFIS spokesperson and Iceland director of corporate affairs Jill

McWilliam, said the industry had been successful in getting publicity

for frozen food. She explained that consumers appreciate the value for

money and convenience aspects but the industry now wanted to be more

focused in communicating frozen food’s nutritional value.



’We have proved that certain foods, especially vegetables and fish, are

just as fresh as non-frozen,’ explained McWilliams. ’Some fish, which is

sold as fresh could be up to two to three weeks old.’



’We don’t want to say frozen food is better but don’t want people to

dismiss it, thinking it is second rate,’ she added.



The media relations campaign will target a mass market from readers of

the Mirror and the Sun to the Times. However McWilliams defined a core

audience of C1, C2 and D consumers who already buy frozen but ’feel

guilty’ about it.



The programme may extend to promotional activity and begin talks with

retailers next year.



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