Summary
The Challenge
The British Frozen Food Federation has been consistently supporting frozen food brands and producers through targeted marketing communications campaigns, as the sector has seen a continued rise in the last five years. We were tasked with creating a positive and measurable shift in the perception of frozen food and to display the progress and opportunities in the industry to targeted media and industry influencers.
The Solution
In order to showcase the developments in the industry as a whole as well as focussing on key areas of growth, insight into the food and drink market and a market outlook for the next five years, we designed the Frozen Food Report II. This document built on the original 2011 report, which included commentary from a selection of BFFF members and big players in the frozen food industry including Iceland, Birds Eye and Young’s Seafood.
The report was issued to the media with a day on in-depth interviews with BFFF CEO, Brian Young.
The report was also officially launched at a parliamentary launch in the House of Commons with guest speaker, Minister of State for Farming, Food & Fisheries.
The Results
48 attendees at the parliamentary launch, including key journalists from Retail Gazette, Food Manufacture, InaPub, Quick Bite and Cost Sector Catering.
22 pieces of coverage across online and print media, including video interviews with BFFF CEO Brian Young
