Saturday, March 7, 2009

National Frozen Food Month

The National Frozen & Refrigerated Foods Association (NFRA, founded during a meeting at the Yale Club in NYC in 1945, initiated the March National Frozen Food Month promotion 21 years ago to stimulate frozen food department growth in Supermarkets.

Read On:
Highlights for March Frozen Food Month 2009 are detailed below:

- NFRA is partnering with Dream Works to leverage the theater release of Monsters vs. Aliens utilizing the creative concept: Frozen Foods – Monstrous Value. The promotion theme will be used in their national FSI, on POS materials and on NFRA’s website.

- A three-page FSI, including coupons and product photos of the participating brands, circulated to 37 million consumers, appeared in last Sunday’s (March 1) newspapers. Where you one of the recipients? Also a $10,000 consumer sweepstakes was communicated in the FSI. Consumers can enter online: Do you feel lucky?

- POS materials featuring the Monsters vs. Aliens will be highly visible in the frozen aisles of your local supermarket. In addition, press releases and radio spots will be distributed to media outlets across the country communicating the numerous savings consumers will reap by buying frozen foods.

How effective is Frozen Food Month? For nine out of the last ten years, the frozen department dollar growth in March has outpaced sales in the rest of the departments by approximately 4%, plus within the frozen food department the percentage change in dollar sales versus prior year have consistently increased, as high as 6% in numerous documented cases.

Sounds like a good time to go down to your local supermarket, buy several frozen pizzas to stockpile that you can enjoy later when you rent Monsters vs. Aliens from Netflix.

Maybe you will be the lucky winner!


  1. And, research shows frozen food generally does well during a depressed (and depressing) economy as consumers trade-down but still look for convenient meals.

  2. Ditto to Jackie's comment. As a frozen food manufacturer we piled on the promos during FFW, in most cases only to create stockpiling of sales. Most commodity sales go down in the months after the effort.

    I think the Froz Food Assn needs to do a better job at marketing the concept of frozen foods year-round, and not place all their effort into grocery promotion during a single month. However, I also know that the volume lift from FFM is now a legacy that manufacturers cannot give up or suffer blow-back from their shareholders and wall street for the dip in sales if they dont participate. A conundrum.