NFRA Adds Promotional Power for Dairy Month

“Destination for Delicious Goodness” messaging will be front and center this June as the National Frozen & Refrigerated Foods Association (NFRA) and leading manufacturers launch their annual refrigerated dairy promotion.

As in years past, NFRA provides a national platform for all industry segments to promote June Dairy Month. Highlights include a two-page FSI, June Dairy Month $10,000 Sweepstakes, June Dairy Point of Sale and many resources for in-store events to encourage traffic in the refrigerated dairy aisles and increase industry sales.  The two-page FSI drops in newspapers across the country on June 2, 2013, reaching more than 30 million consumers with the “Destination for Delicious Goodness” message, as well as coupons and product shots of the 20 participating brands. The $10,000 Sweepstakes is introduced and promoted to consumers in the FSI, on NFRA’s website, www.EasyHomeMeals.com, as well as throughout NFRA’s social media channels, including Facebook, Twitter, Pinterest and YouTube. Additionally, the Mr. Food Test Kitchen will focus on June Dairy Month with an online “Why Have Dairy in Your Diet” video on YouTube.com/EasyHomeMeals, as well as a special TV spot broadcasting to more than 4 million households on June 3, 2013.

June Dairy Month will have added promotional power this year as NFRA and their agency, Edelman, have developed a PR program for refrigerated dairy that will be launching in May. The program will build upon and reinforce the category’s strengths, while igniting a healthy new passion for refrigerated dairy. Through a soon to be announced campaign spokesperson, a hybrid media partnership and targeted media and social outreach, the goal is to position the aisle as a destination for foods that inspire and deliver delicious goodnessshowing consumers the creative and unexpected recipe possibilities.

During the June promotion, retailers, manufacturers and sales agents will also have the opportunity to create June Dairy Month displays and marketing campaigns and enter the prestigious Golden Penguin Awards competition. The winning entries showing the best in marketing and merchandising will be recognized at the Awards Reception & Banquet on October 22, 2013 during the annual NFRA Convention in San Diego, CA.

NFRA is proud to put the spotlight on the June Dairy Month sponsoring brands: 8th Continent Soymilk, All Whites Almond Breeze, Baileys Coffee Creamers, Borden, Chobani bite, Daisy Brand, Dannon Danimals, Florida’s Natural, Frigo, Heluva Good!, International Delight, Kraft Fresh Take, Lactaid, Land O’Lakes, Nestle Coffee-mate, Organic Valley, Sargento, Smart Balance and Yoplait.

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