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Changing Perceptions of Frozen Foods: A Campaign for Freshness and Convenience

Explore our innovative 28-day campaign aimed at reshaping the perception of frozen foods as fresh and convenient. By emphasizing messaging through meal planning and grocery shopping, we effectively created demand for frozen entrees across 19,000 stores. The campaign utilized six tactics, from mobile ads to recipe alternatives, achieving conversion rates of up to 75% without relying on discounts. Key insights reveal the importance of targeting the right shoppers and the effectiveness of strategic messaging in driving purchases.

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Changing Perceptions of Frozen Foods: A Campaign for Freshness and Convenience

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  1. The Challenge Perception of frozen as “not fresh”. Making it on the grocery list. Message on both convenience and freshness throughout the planning and shopping process

  2. Finding the Right Partner • Must Be Comprehensive • Integrate into meal planning & grocery shopping • Ability to create demand • Areas to build brand awareness • Must be Mobile* • 62% of moms use shopping apps • 46% took action after seeing mobile ads Must be Flexible Build promotions any time, any season, without relying on retailers Must be Measurable Understand the impact of the promotion Together, we created a campaign to create demand and build brand awareness. Source: Mojiva

  3. Campaign Overview • Duration: 28 days • Shoppers across 19,000 stores • 6 Tactics • Experimentation

  4. Experimentation: Recipe Alternatives SelectedAlternative Added toGL 0.9% 12% 1.0% 31% 1.1% 29% 1.4% 25% Messaging and Color Matter

  5. Demand: Meal Pairings Messaging that emphasizes convenience Light branding 6.6% of viewers added both meals to meal plan 4.2% viewed CTR onto branded page was over 17x the industry average for mobile ads ads* *baseline is 0.24% CTR, Marketing Journal Blog

  6. Demand: Recipe Alternatives Stouffer’s Campaign (Average) 4.3% Took Action 20% of those add to meal plan Best Performing (Chicken Alfredo) 75% of those add to meal plan 3.2% Took Action 75% conversion rate for adding Stouffer’s branded product to grocery list,and there isn’t even an offer attached.

  7. Demand – Product Promotion Messaging that emphasizes ingredient quality Meatloaf was the big winner with 45% conversion rate 33% of those added to grocery list 2.6% tapped promotion 33%-45% conversion rate for adding Stouffer’s branded product to grocery list,and with no offer attached. Overall, 74% - 181% better than FSI coupon redemption rate, without a discount. *Based on 0.5% FSI coupon redemption rate.

  8. Demand: Sponsored Recipe List Light branding 2.8% who viewedadded to meal plan 5.4% viewed The least effective tactic, but still 11.5x better than mobile banner CTR

  9. Awareness: Grocery List Build brand awareness at point of purchase by targeting related keywords. Keywords frozen entrees frozen ravioli frozen lasagna lasagna lasagne lasagne noodles pasta sauce spaghetti

  10. Takeaways • Messaging matters. • Shoppers / women will select frozen options when understanding the ingredients and benefits. • Market with consumers, not at them. • Deliver the right message to shoppers in their natural process • Experiment with shopper marketing in a mobile context. • Don’t limit shopper marketing programs to individual retailers or their promotional calendars. • Discounts aren’t necessary • If you target the right shoppers, they want to try your product. You don’t need to give them a monetary incentive.

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