US Frozen Food makers launch USD 30m image campaign

America's leading frozen food makers today launched a national effort to encourage consumers to take a fresh look at frozen foods through the "Frozen. How Fresh Stays Fresh." category education and promotion initiative.

This first-of-its kind national dialogue is designed to inform and remind consumers that freezing simply pauses just-picked, just-baked and just-crafted foods, locking in their freshness, flavor and nutrients.


Sponsored by the American Frozen Food Institute (AFFI), the "Frozen. How Fresh Stays Fresh." initiative will engage consumers where they live, work and shop through national television, digital and print advertising, online engagement and in-store and out-of-store promotion.

"Keeping food fresh is what freezing is all about," said AFFI President and CEO Kraig R. Naasz. "Freezing is simply nature's pause button that keeps fresh foods at their peak of freshness. We are excited to talk with consumers about the many benefits of frozen food and encourage shoppers to visit the frozen food aisle and take a fresh look at frozen," said Naasz.

The "Frozen. How Fresh Stays Fresh." consumer education initiative is being supported by leading frozen food makers who make some of America's most popular and beloved foods, including ConAgra Foods, General Mills, Heinz, Hillshire Brands, Jasper Wyman & Son, Kellogg's, Lakeside Foods, Nestle USA, Pinnacle Foods, Schwan's Foods and Seneca Foods.

To learn more about how freezing keeps fresh food fresh, please visit: HowFreshStaysFresh.com.