NFRA Readies Hot Summer Ice Cream and Novelties Promotion

As the mercury rises, the National Frozen & Refrigerated Foods Association (NFRA) is preparing for a sizzling selling season with its annual Summer Favorites Ice Cream & Novelties Promotion, which this year will feature two brand-new initiatives. In addition to the already successful Retail Display Contest, a new Summer Favorites Coupon Giveaway and a partnership with Mr. Food (a.k.a. TV and radio chef Art Ginsburg, an enthusiastic proponent of “quick and easy cooking”) will offer participating companies even more ways to connect with consumers and boost summer sales.

Every week during the giveaway, a winner will be randomly chosen from online entrants to receive free coupons from sponsoring manufacturers. The contest will be featured on NFRA’s Easy Home Meals page on Facebook and on POS materials, as well as on EasyHomeMeals.com.

Mr. Food’s July 7 television spot will be all about the Summer Favorites campaign, complete with recipes and tips. Consumers will additionally be able to access more of Mr. Food’s ice cream and novelties ideas on both NFRA’s EasyHomeMeals Web site and Facebook page.

From June 1 to July 31, 2010, retailer participants will vie to construct in-store displays offering multiple ice cream and novelty items of sponsoring brands, as well as pointing shoppers to NFRA’s Easy Home Meals online locations. The deadline for entries is Aug. 13, 2010.

On Oct. 19, 2010, Golden Penguin Award winners will be honored at the Awards Banquet at the National Frozen & Refrigerated Foods Convention in San Francisco. For the Ice Cream & Novelties promotion, Gold and Silver Penguin awards are given out in six regional categories: Northeast, Southeast, East Central, West Central, Southwest and Pacific/Western.

Retailers can enhance their in-store displays by employing Summer Favorites POS items, or create their own materials with downloadable artwork to highlight Easy Home Meals in the aisle, in-store advertising, and on company Web sites. More information on the June/July Ice Cream & Novelties promotion is available at the Summer Favorites Idea Book at www.nfraweb.org.

Harrisburg, Pa.-based NFRA is a nonprofit trade association representing all segments of the frozen and refrigerated foods industry. The organization also sponsors March National Frozen Food Month, June Dairy Month and October Cool Food for Kids educational outreach program.