BFF
Problem
A lack of salience in frozen food means consumer purchase behaviour drifts to chilled, limiting volume and value growth. Yet, frozen offers a genuine solution to many of the issues concerning consumers today
Our digital campaign, for the British Frozen food Federation (the frozen industry body), set out to inspire consumers and chefs to re-evaluate the significance of frozen, by aiming to reach half of all female shoppers aged 25-36 in the UK and expose them to key frozen benefits through hero product communications, whilst also targeting ‘younger’ chefs with key frozen benefits through hero ingredients.
Insight
Messaging and approach in this campaign was critical, as we know that with a little knowledge shoppers and chefs ‘get’ the advantages of frozen food but, typically, frozen messaging has typically communicated rational and functional benefits, such as great value for money and convenience.
But, because emotional messaging tends to be more persuasive than logical messaging, we set out to shift the messaging to a more emotional platform, using the power of surprise and the unexpected to cut through and build interest and reappraisal of the category.
So, the campaign highlights the surprise of frozen; building emotional appeal and interest in frozen by showcasing innovative and unexpected ingredients found in the freezer aisle, whilst also emphasising the brilliant quality and also frozen being part of the solution on food waste.
Outcome
Messaging and approach in this campaign was critical, as we know that with a little knowledge shoppers and chefs ‘get’ the advantages of frozen food but, typically, frozen messaging has typically communicated rational and functional benefits, such as great value for money and convenience.
But, because emotional messaging tends to be more persuasive than logical messaging, we set out to shift the messaging to a more emotional platform, using the power of surprise and the unexpected to cut through and build interest and reappraisal of the category.
So, the campaign highlights the surprise of frozen; building emotional appeal and interest in frozen by showcasing innovative and unexpected ingredients found in the freezer aisle, whilst also emphasising the brilliant quality and also frozen being part of the solution on food waste.
