2011 Ice Cream, Novelties Promo Set to Sizzle

This year, the National Frozen & Refrigerated Foods Association (NFRA) is creating a promotion to position the ice cream and novelties freezers as a “can’t-miss” destination for consumers this June and July. Twenty-three top brands will sponsor the “Summer Favorites Ice Cream & Novelties” program, which includes a retail display contest and a consumer coupon giveaway among a myriad of resources to help manufacturers and retailers boost sales.

After a successful first year, the coupon giveaway returns to offer shoppers a unique prize that aims to drive more traffic to the ice cream and novelties sections. A new winner will be randomly chosen every week of the promotion to receive exclusive manufacturers’ coupons for all of the sponsoring brands. Consumers will be able to enter the giveaway at EasyHomeMeals.com, with further exposure attained via in-store point-of-sale materials and the Easy Home Meals page on Facebook.

The retail display contest to compete for the Golden Penguin Award invites NFRA members to create innovative merchandising displays during the nine-week promotion. Qualifying displays should include the sponsoring brands as well as directing consumers to the coupon giveaway through the Easy Home Meals website and Facebook page. Entries must be received by NFRA by Aug. 12, and six regional category winners will be honored on Oct. 25 at the group’s yearly convention in Orlando, Fla.

NFRA offers other resources to help create a full marketing program for ice cream and novelties in June and July. Mr. Food will host an entire show based around the promotion on July 6, during which he’ll share recipes and tips with consumers. Newspaper and radio spots will publicize the discounts that many stores will offer shoppers during the promotion. Further, artwork is available to help participants create promotional materials and design their displays for the competition.

For more information on the Summer Favorites promotion, visit the" Annual Promotions" section of www.NFRAweb.org.

A nonprofit trade organization representing all segments of the frozen and refrigerated foods industry, Harrisburg, Pa.-based Harrisburg, PA, NFRA is also sponsor of the March National Frozen Food Month, June Dairy Month and October Cool Food for Kids educational outreach program, in addition to holding the annual National Frozen & Refrigerated Foods Convention in October.