Changing the perception of frozen

We’re thrilled to announce that, the British Frozen Food Federation, (BFFF), the trade association the for frozen food industry, has appointed Activation to create a digital campaign following a competitive pitch process.

Frozen is currently the fastest growing category in grocery, it also offers a genuine solution to many of the issues concerning consumers today.  To build on this momentum we were briefed to improve the perception of frozen food with consumers and chefs.

Fresh from the Freezer

The ‘Fresh from the Freezer’ campaign showcases amazing looking food and recipes that surprise by being made from an array of unexpected frozen ingredients – smashing the myth that frozen is inferior in quality and appeal to fresh.


Thai Green Curry – Fresh From the Freezer

Premium Christmas Lunch – Fresh From the Freezer

Healthy Smoothies – Fresh From the Freezer

Steak & Lobster – Fresh From the Freezer

Breakfast Pastries – Fresh From the Freezer

Consumer plan – ‘Discover surprise in the freezer aisle’

Through a series of 6 individually themed videos, the campaign delivers fantastic food appeal and surprise that creates a more emotional connection with the viewer, this is underpinned by rational messaging, winning win hearts and minds and changing the perception of frozen.

With a subtle twist: each video starts with the finished dish, then plays backwards, deconstructing the dish and finishing by landing on shots of the frozen ingredients and leading back to the freezer aisle.

A digital media amplification plan will reach over 3 million highly targeted consumers, with an interest in food, cooking and recipes, a number of times over the course of the campaign utilising social channels (Facebook and Instagram) and YouTube.

We’ve selected media channels that are optimised for displaying high impact video creative, and the creative production takes into account optimising creatives for mobile.


Foodservice plan

We have developed a two-sided approach to how to connect with Younger Chefs online.

Working with a content partnership with The Staff Canteen, the UK’s largest online networking community for professional chefs we’ve created three videos for chefs (using a development Chef) that follow the campaign content themes – show-stopping desserts, frozen shortcuts and meat-free recipes.

These videos will then be amplified via The Staff Canteen’s channels and a Twitter campaign targeting chefs.

See the work

The multichannel campaign can be seen across a range of digital channels:

Facebook  here

YouTube here

Website here

The campaign will run from November 2018 to April 2019, targeting consumer and reach chefs via a partnership with The Staff Canteen and Twitter.