NFRA, AFFI create frozen food theme for innovations, quality


Sep 21, 2006

The two national frozen food associations — National Frozen & Refrigerated Foods Association (NFRA) and the American Frozen Food Institute (AFFI) — have joined together to develop and release a frozen food logo and tagline with the common objective to grow and advance the frozen food category.

Both NFRA and AFFI will utilize the tagline "Frozen Foods — Fresh Ideas. Great Taste." to communicate with their various audiences, including consumers, manufacturers, retailers, foodservice operators and government.

AMG Advertising and PR of Cleveland, Ohio, developed the new industry logo. The creative process involved board of directors and staff members of AFFI and NFRA, as well as consumer focus group research. The "Frozen Foods — Fresh Ideas. Great Taste." tagline addresses the new frozen food product innovations and meal solution aspects of the category, as well as the important message of quality in frozen foods today.

When asked about the joint venture, AFFI Chairman Richard Grader of National Frozen Foods Corporation, and NFRA Chairman Scott Poole of Wal-Mart SuperCenters agreed the effort made sense and was beneficial to the industry as a whole.

"The timing was perfect for us," said Scott Poole, NFRA chairman. "We were in the midst of developing a new tagline for our Bring Us To Your Table! year-round marketing campaign. This new logo and tagline fits perfectly with our positioning and objectives to promote the sale and consumption of frozen foods year-round."

Richard Grader, AFFI chairman said, "Our research suggests that consumers appreciate the innovations that make today's frozen foods superior to those of years past. This tagline and logo invite our audiences to discover what the frozen food category has to offer, even as the industry continues to create new and improved products."

The new logo and tagline will be introduced in the upcoming months by both AFFI and NFRA to their respective audiences.