The frozen food industry's monstrousMarch Frozen Food Month promotion is under way with a national three-page free-standing insert coupon section, consumer sweepstakes and retail point-of-sale materials. The campaign ties into Monsters vs Aliens, the latest theater release from DreamWorks Animation.
Meanwhile, campaign sponsor, theNational Frozen & Refrigerated Foods Association(NFRA), Harrisburg, Pa., also has begun talking about the industry's next mammoth effort: aJune Dairy Monthtie-in with the third Ice Age children's movie,Ice Age: Dawn of the Dinosaurs.
"Promoting the health benefits of refrigerated dairy is a perfect message for today's consumer. Combined with the popularIce Agecharacters, it's a double attraction for customers to shop the aisle," says Nevin Montgomery, NFRA president & CEO. "We believe this collaboration will drive up refrigerated food sales and contribute to a successful June Dairy Month promotion."
NFRA's June Dairy Month campaign will feature a two-page FSI that drops May 31, 2009 to more than 21.7 million households. The campaign also will feature a "Dairy: Healthy for the Whole Herd" sweepstakes.