When the British Frozen Food Federation (BFFF) asked us to promote frozen food to the nation’s chefs, publicans and restaurateurs, we created a stakeholder engagement campaign to challenge the ‘fresh is best’ mindset.
We recognised that to get our audience to reassess frozen food we needed to demonstrate that frozen food not only represented an opportunity to reduce costs, but that it tasted as good as fresh produce.
We commissioned two independent research projects. The first proved using frozen food on a menu delivered significant cost savings. The second proved that in many cases chefs couldn’t tell the difference or actually preferred the frozen product.
The research results formed the basis of the PR campaign which generated significant positive coverage for frozen food in key trade publications. A series of DM pieces were also used to communicate the results direct to chefs, publicans and restaurateurs.
Market data has been impressive, with figures showing the total value of frozen food purchases increased by 2.4% by the end of 2010. At the same time the number of outlets in the sector fell by 1.8% and the number of meals provided by the sector fell by 4.4%. So in a shrinking market we have persuaded more caterers to buy frozen food.