Frozen Foods Using PR To Save Their Bacon
A new campaign to defend the nutritional reputation
Good news frozen pizzas, peas and other frost-bitten foods, you are about to get an image makeover! It has been confirmed by the American Frozen Food Institute the industry is in the final stages of preparing for a multilayer, multimillion dollar public relations campaign to defend the nutritional reputation of their products. Kicking off next month, the new campaign will be centered on educating people that the freezing process is just a way to hit the “pause button” to lock in the nutrients of fresh food.
According to Euromonitor International, between 2009 and last year, US sales of frozen meals are down 3 percent at 8.92 billion and anticipate it’ll decline another 2 percent this year. There has been a clear shift in the way Americans view fresh food and what preservatives and sodium is added to frozen foods.
This PR campaign will provide some badly needed image therapy through national television ads, social media and in-store promotions. In support of this campaign, companies like Nestle USA (creators of Lean Cuisine, Hot Pocket and Tombstone) are working to communicate the benefits of frozen foods to dietitians with the hopes they will pass the word on to clients. They have also introduced a “Balance Your Plate on a Budge” meal plan featuring its products for people on a fixed income.
It’s always intriguing to see how the PR pros and large corporations attempt to better position struggling industries like frozen food. I am curious to see how this will be perceived by Americans – whether is revive the industry or go in the books as another failed PR attempt. Either way, I’m excited to see how the frozen-chips fall. Stay tuned for more!