NFRA’s first joint promotion, ReDiscover Dairy & Frozen, is designed to capitalize on the eat-at-home trend and increase excitement and awareness around frozen and refrigerated dairy products. Plus, it’s completely free to participate in the promotion!

Our goal is to inspire consumers to rediscover the dairy and frozen aisles, encouraging them to revisit familiar favorites, explore the latest products and innovations, and discover the wide range of offerings in these aisles. Four weekly themes during the month of January each focus on a different element/theme:

The ReDiscover promotion shares premium content from influencers across Easy Home Meals consumer channels; and provides an array of digital assets that you can integrate seamlessly into your own marketing efforts

We invite you to be an ambassador of this promotion by sharing posts from the Easy Home Meals consumer channels and tying into your own January marketing efforts with our completely free resources. Your participation will help us create a sustainable joint promotion for years to come.

1. Spread the word about the ReDiscover Dairy & Frozen promotion to your marketing, social media, agency, wellness, and dietitian teams so your company can participate in the weekly themes and use the assets in your own January marketing efforts.
2. Use the hashtag #ReDiscoverDairyandFrozen to help increase visibility and engagement across social media platforms. This hashtag will help to promote the ReDiscover Dairy & Frozen promotion and ensure that it reaches a wider audience. Encourage your followers to use the hashtag when posting about the promotion, and be sure to use it yourself in your own posts.
3. Tie into the ReDiscover Dairy & Frozen promotion in your communications. Share recipes, infographics, videos and more from the toolkit in your social media posts and newsletters, and add the weekly logo and hashtag to other relevant posts.
4. Promote our recipes to drive purchases. Repurpose the unbranded recipes to feature your products or private brands. Share them on social media, in newsletters, with your retail dietitians, and on your website.
5. Share the ReDiscover Dairy & Frozen Giveaway. Utilize the QR codes to drive consumers to enter the giveaway page. Customize the giveaway social posts, found in the toolkit, with your company’s logo. Reshare giveaway posts from the Easy Home Meals channels to your social media channels, and mention the ReDiscover giveaway in your consumer newsletters.
6. Promote the ReDiscover Dairy & Frozen Lookbook. The Lookbook features NFRA member recipes, products, videos, meal solutions, aisle staples and more. The recipes aim to drive inspiration and trial of member recipes and products. The product highlights aim to drive awareness of new or current products for consumers to try and add to their weekly shopping trips.

Download and save the below assets for use in your social posts and other communications.

2025 Inspiration Guide

We need your assets for the 2025 Inspiration Guide! Manufacturers, send us your featured product or recipe assets for inclusion in the 2025 guide. It’s FREE to participate!

See the 2024 lookbook showcasing member recipes and products, which consumers can view to get inspired by products in the frozen and refrigerated aisles. Share in your communications to highlight the creative possibilities our members’ products offer.

Consumer Coupon Giveaway & $10,000 Sweepstakes

Use the contest QR code and social images to share the giveaway in your communications and get consumers excited about the frozen and refrigerated aisles! Check back soon for assets and additional information.

January 1-4, 2025

ReThink revolves around the theme of ReThinking Dairy & Frozen foods. We aim to establish the dairy and frozen aisles as an in-store destination for nutritious and tasty food. Discussion topics include: Health benefits of eating at home vs. eating out and cost savings associated with this change in eating behavior.

ReThink Infographic

January 5-11, 2025

ReStock revolves around the theme of ReStocking Your Fridge & Freezer. Our focus this week is to drive more purchases in the dairy and frozen aisles when doing weekly grocery shopping. We’ve provided tips on: reducing food waste, eating on a budget, and stretching staples across multiple meals.

January 12-18, 2025

ReFresh aims to highlight Refreshing Your Routine. In January, health and wellness solutions are brought to the forefront of consumers’ buying patterns. Featuring: solutions for eating healthier and products that meet consumers’ health-centric and healthy portion needs.

January 19-25, 2025

ReImagine will aim to create discussion around the theme of ReImagining Meal Solutions. We will motivate consumers who have a curious or adventurous palate and explore the diversity of products the frozen and dairy aisles have to offer. Highlighting: non-traditional products and the variety of foods that can be found in both aisles.