Dive Brief:
- A national television ad featuring the tag line, "Frozen: How Fresh Stays Fresh," is aimed at boosting sales in the frozen food sector. It is part of a $30 million advertising effort that will run for three years.
- The ad, the first by the the industry, comes after sales of frozen foods declined 3% between 2009 and 2013. Another 2% drop is expected this year, according to research by Euromonitor International.
- The ad is funded by the American Frozen Food Institute, a trade association that counts companies such as ConAgra, Nestle, General Mills, and Kellogg as members.
Dive Insight:
There's probably no part of the food industry that needs an ad campaign more than frozen. The segment has grown tainted over time as consumers become more interested in healthy eating. In response to this trend, companies have looked to revise some of their frozen offerings by simplifying recipes and adding natural ingredients to products.
Interestingly, another sector of the industry with similar challenges is canned food. Those folks are also running an ad campaign to counter health concerns about their products.