ON THE SPOT: AMERICAN FROZEN FOOD INSTITUTE/MCCANN

摘要

Mission: Help frozen-food marketers overcome negative percep-tions perpetuated by competing foods ConAgra, General Milts, Kellogg, Nestle, Heinz and Hillshire Brands knock heads every day at grocery stores across America. But the companies have joined forces for a campaign that seeks to revive sluggish frozen-food sales. The three-year, $30 million effort is called "Frozen. How Fresh Stays Fresh" and seeks to portray freezing "as nature's pause button." The campaign will include TV, digital and print ads, according to a statement by the American Frozen Food Institute, which represents food makers, distributors and retailers. The coalition behind the campaign comprises 11 companies.