The British Frozen Food Federation (BFFF) has launched ‘Fresh from the Freezer’, a new promotional campaign to further boost the burgeoning £8.6bn frozen food category.
The digital-only push consists of a series of six short films highlighting meals that can be made with ingredients that are, as one may expect, “fresh from the freezer”.
The six-month campaign aims to reach over three million consumers and target new chefs in a modern and energising way. The films will be promoted via a range of social media channels.
The first seasonally-themed film features a premium festive roast dinner made entirely from frozen ingredients. Other films include a Thai green prawn curry, breakfast pastries, fruit smoothies, gourmet steak and lobster, plus show-stopping desserts, and will be launched in the New Year.
BFFF Chief Executive John Hyman 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 and appeal to fresh.
“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.
“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.”