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BFFF launches new digital campaign to boost frozen food growth

The UK frozen food category is worth £8.6bn, and is set for a further boost with the launch of a new promotional campaign from the British Frozen Food Federation to coincide with Christmas.

‘Fresh From the Freezer’ is a digital campaign consisting of a series of six short films highlighting surprising meals that can be made with ingredients ‘fresh from the freezer’.

The six-month campaign aims to showcase frozen food to reach over three million consumers via a range of social media channels.

The seasonally-themed film which will be launched this week, features a festive roast dinner made entirely from frozen ingredients. Other films to be launched in the new year include a Thai green prawn curry, breakfast pastries, fruit smoothies, gourmet steak and lobster, plus desserts.

John Hyman, chief executive of the British Frozen Food Federation, whose members have funded the campaign said: “The videos showcase amazing looking, and surprising food that’s made fresh from the freezer, smashing the myths that frozen is inferior in quality.

“This is another sign of confidence in the frozen food market which has remained the most buoyant part of the grocery sector. In the last 12 months, frozen has achieved a market growth of 5%, putting frozen foods ahead of both chilled and ambient.”

He added: “Our members continue to innovate, add premium quality products and build  awareness of the convenience and reduced food waste that frozen delivers. We’re confident these factors will continue to drive growth supported by our new campaign.”

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