AWG Brands, the private brands of Associated Wholesale Grocers Inc. (AWG), celebrated National Frozen Food Month in March with a marketing campaign, “Frozen Food Happiness,” designed to showcase the wide array of frozen food products available to both AWG member retailers and their customers.
This year’s campaign emphasized the convenience, variety and fun that frozen food can bring to everyday meals. With a strong digital presence, “Frozen Food Happiness” centered around a social media competition to connect directly with consumers, driving awareness and increasing sales.
Participants completed a bracket of Best Choice Family of Brands frozen food products and voted through social media for their favorites to advance to the final round and claim the “Frozen Food Happiness” title.
Now in its third year, the campaign saw significant growth in participation. Social media followers surged by more than 140 percent, while interactions in the competition grew by more than 300 percent compared to last year.
The campaign’s success was further amplified by partnerships within AWG’s retail marketing network. Exclusive digital coupons and email content were distributed through the network, boosting consumer awareness and sales. Frozen food products highlighted in the campaign saw a 58 percent overall incremental sales lift from AWG member retailers. In addition, member retailers saw a 50 percent increase in consumer digital coupon redemptions for promoted frozen food products compared to the prior month.
“We’re thrilled with the success of ‘Frozen Food Happiness,’” said Emily Detwiler, AWG Brands VP. “This campaign has not only helped showcase the breadth and benefits of our frozen food offerings but has also driven significant engagement and sales for AWG member retailers.”
Consumer winners of the bracket competition were announced in April. They received AWG Brands product prize packs, along with gift certificates to purchase their favorite frozen food items. This year’s overall product winner voted upon by consumer participants was Best Choice Buttermilk Biscuits.
National Frozen Food Month is an initiative by the National Frozen & Refrigerated Foods Association (NFRA), aimed at educating consumers about the many benefits of frozen foods. AWG has supported this initiative for nearly a decade, winning two Golden Penguin Awards for past “Frozen Food Happiness” campaigns.
“AWG has been a long-time member of NFRA,” said Tye Anthony, AWG’s chief merchandising and marketing officer. “We’re proud to support this initiative and participate in the National Frozen Food Month campaign.”
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