Top grocery brands asked Pelican to revitalise the image of frozen food in the face of rising sales of fresh and chilled alternatives.
We utilised the existing ‘New Ice Age’ web portal to deliver a far-reaching digital campaign to convince shoppers of the benefits of frozen. Female ‘mum-bassador’ bloggers were recruited to push frozen and special ‘ambassor-dads’ we selected via Facebook to encourage male shoppers to buy frozen. The website was kept fresh with new news and blogs plus online competitions and offers via active Twitter and Facebook campaigns. Videos of celebrity chef Aldo Zilli cooking with frozen were seeded across the web via YouTube and other video sharing sites.
Facebook ‘likes’ rose over 140% and Twitter followers soared to 1,500. All this contributed to surging year-on-year growth for the frozen food retail market, which is up by 5.2% in value.