The American Frozen Food Institute (AFFI) has selected IPG’s McCann Erickson, GolinHarris and Casanova Pendrill to develop a comprehensive national consumer campaign on behalf of the newly-formed Frozen Food Roundtable (FFRT).
McCann will lead the advertising and integrated team of sister agencies that include GolinHarris for public relations and Casanova Pendrill for Hispanic communications.
The FFRT, which operates under the auspices of AFFI, was formed in late 2012 by a group of leading frozen food consumer packaged goods (CPG) companies and is comprised of ConAgra Foods Inc., General Mills, H.J. Heinz, Hillshire Brands, the Kellogg Company, Nestle USA, Pinnacle Foods and the Schwan Food Company. The group is focused on promoting the benefits of frozen foods to consumers and encouraging a stronger appreciation for the multitude of outstanding products available in the frozen food aisle.
“Our goal is to engage consumers, invite them to think about frozen foods and learn how frozen foods can enhance their lives,” said Kraig R. Naasz, AFFI president and CEO. “We believe McCann’s strategic, creative and multimedia approach will help us better connect with consumers and achieve our goals.”
Hank Summy, president of McCann Erickson North America, said, “We and our partner agencies are delighted with the opportunity to work with AFFI and the FFRT to communicate how frozen foods complement the lifestyles of today’s consumers.”
“We are excited to work with our partners to promote the many reasons consumers should choose frozen foods,” added Ellen Ryan Mardiks, vice chairman of GolinHarris.
The assignment, effective immediately, follows a formal agency review.