A campaign worth applauding: the American Frozen Food Institute

Tom Dougherty, CEO – Stealing Share

2 June 2014

A rare campaign that works

There is a new advertising campaign from the American Frozen Food Institute that you can view here. The campaign grabbed my attention in two ways. First, I liked the way it dealt with the barrier of frozen by calling it nature’s pause button and, secondly, I admire any industry that can get a singular message from a trade association. The politics involved in navigating the second of these is by itself a monumental feat.

The American Frozen Food Institute’s campaign works for me in a couple of ways. The institute has found a way to touch me in an emotional way in regards to a rather chilly and unemotional process called freezing. It has even managed to rethink the value of frozen foods by reinforcing the idea that freezing puts freshness on hold.

“The tying together of freshness and frozen is pure genius.”


American Frozen Food instituteThink about it. In a way that is not so clever as to make me think it’s contrived, the institute had managed to emotionally link two seemingly adverse ideas into a singular value. It has allowed me to see frozen as a part of fresh and not its evil stepsister.

The American Frozen Food Institute Initiative

As formidable as its message is (and I laud it), it is an even greater accomplishment to shepherd through such a strong idea. Anyone who has ever represented an association knows how difficult it can be.  Usually, the constituents find a way to remove anything of importance until it is vanilla to its core. I am doing a disservice to vanilla when I say this.

The enemy of successful creative executions is usually found in the process of vetting. After everyone is done editing out anything of value…Well, you are left with drivel.

Watch how this idea works. The tying together of freshness and frozen is pure genius. As many of you know, I rarely find something to celebrate in the persuasive arts. This approach is as fresh as can be. Even if it’s frozen.

See more posts in the following related categories: Frozen Food Grocery


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