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