The ‘Profiting from Frozen Food' campaign aims to educate the foodservice sector on how they can profit from using frozen food in the face of the UK recession.
The campaign will focus on how buying frozen food will save foodservice organisations money, and demonstrate that the quality and taste of frozen foods is better than ever.
The new campaign will run in tandem with the BFFF's ‘New Ice Age' consumer PR campaign announced in September 2008 (PRWeek, 04 September 2008).
‘We want to challenge frozen food stereotypes and bust the myth that ‘fresh'' is best,' said Pelican MD Michael Bennett.
Planned activity will include cost comparison and food quality research, food tastings and cookery demonstrations.
‘Profiting from Frozen Food' is backed by over 50 leading frozen food manufacturers and wholesalers.