The National Frozen and Refrigerated Foods Association (NFRA) says it is preparing retailers for "National Frozen Food Month" this March. In doing so, NFRA and the industry will team with DreamWorks Animation and its upcoming film,Monsters vs. Aliens.
"We believe the NFRA's compelling message about the benefits and innovation of frozen food -- combined with DreamWorks Animation's memorable Monsters vs. Alienscharacters -- can driven frozen food sales up in March," said Nevin Montgomery, NFRA president and CEO.
NFRA's promotion includes a three-page FSI that drops on March 1 to more than 37 million households. It will feature a "Frozen Food-Monstrous Value" $10,000 Sweepstakes" that consumers may enter by logging in to www.easyhomemeals.com. MARS Advertising is developing point of sale merchandising, in-store media and online activations for retailer use.
DreamWorks Animation'sMonsters vs. Aliensmovie will debut in theaters on March 27, 2009.