Major campaign for public to eat more frozen food

Manufacturers push 'healthy, low-cost option' as credit crunch, food waste concerns bite

Frozen products: Given boost by Delia Smith
Frozen products: Given boost by Delia Smith

Leading frozen food manufacturers are joining forces for a concerted PR offensive as the credit crunch hits consumers.

A secret consortium of major firms is investing £200,000 in the PR campaign to encourage the public to eat more frozen food. The campaign will be overseen by trade body the British Frozen Food Federation (BFFF) and run by the PR agency One.

The big-money drive aims to tap into current media coverage around healthy eating, food waste and the credit crunch to promote frozen products to consumers.

The consortium believes cheaper frozen food will gain appeal. It will also tap into recent calls to reduce food wastage by promoting frozen food’s long expiry dates.

Mike Dewar, the MD of One, said: ‘We want to get across to the public that frozen food is naturally preserved and kept in perfect condition by locking in nutrients, meaning that it is a healthy option.’
Frozen food was pushed

into the public eye earlier this year with the launch of celebrity chef Delia Smith’s latest cookbook, which includes frozen food in many of her recipes. BFFF director-general Brian Young said: ‘There is a lot of food snobbery around. Delia Smith’s book turned the tide with her upfront support of frozen food. We need to capitalise on this to dispel the misconceptions surrounding frozen products.’

Members of the British Frozen Food Federation include Tesco, Waitrose and Aunt Bessie’s. The campaign is being funded by an undisclosed number of its members.

Marketing activity

September 08 Bernard Matthews launches £3m marketing push to restore brand reputation. Press ads promote healthier range.

August 08 Birds Eye commissions a book of recipes that use its frozen peas to run as a magazine covermount.

July 08 McCain signs five-year, £5m deal to sponsor UK Athletics as part of drive to shift perceptions about frozen chips.

May 08 Birds Eye launches marketing strategy targeting consumers concerned about food waste.

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