We all scream for ice cream! At least 83% of American households love their ice cream, purchasing it at least once a year according to Nielsen Homescan. The National Frozen & Refrigerated Foods Association (NFRA) is taking advantage of the demand with its annual Summer Favorites Ice Cream & Novelties promotion. This June and July when sales are at their highest, NFRA and participating ice cream and novelties manufacturers will sponsor a Retail Display Contest and consumer giveaway.
This year, NFRA has introduced a contemporary, new look for the summer event. With this new branding comes enhanced marketing and PR opportunities for retailers and manufacturers to promote ice cream and novelties, a category that has exceeded $8.7 billion in sales according to Nielsen. The Summer Favorites promotion includes a retail display contest, coupon and freezer giveaway, PR and social media activations and many more resources to help reach out to shoppers and increase sales.
The Retail Display Contest encourages creativity as NFRA members develop merchandising displays during the promotion months and compete for the coveted Golden Penguin award. The displays will feature sponsoring brands and NFRA point-of-sale materials, as well as direct consumers to NFRA’s Easy Home Meals website and Facebook page to enter the coupon and freezer giveaway. Golden Penguin winners will be recognized in six regional categories on October 14, 2014,at NFRA’s Annual Convention in Orlando, Fla.
The Summer Favorites Coupon & Freezer Giveaway offers consumers unique prize opportunities that will drive more traffic to the ice cream and novelty aisles. Winners are selected every week of the promotion to receive exclusive manufacturers’ coupons for all of the sponsoring brands, culminating with a grand prize drawing for a chest freezer courtesy of Hussmann.
Through many PR and social media vehicles, NFRA will promote the giveaway and deliver key messaging about ice cream and novelties to consumers on EasyHomeMeals.com, the Easy Home Meals Blog and the Easy Home Meals Facebook, Twitter, Pinterest and YouTube pages, as well as through NFRA’s Cool Bites consumer e-newsletter. Additionally, ice cream and novelties will be the focus of a television spot from the Mr. Food Test Kitchen in July that will broadcast to 4 million households, and the MrFood.com website and e-newsletter will provide added exposure to millions of visitors and subscribers.