NFRA is excited to announce the official launch of its first joint promotion, ReDiscover Dairy & Frozen, in January 2024! This promotion is designed to capitalize on the eat-at-home trend and increase excitement and awareness around frozen and refrigerated dairy products.

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 will roll out across Easy Home Meals consumer channels with premium content from influencers and 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.

Paired with the free assets provided, you can follow this calendar for the month of January, complete with social copy.

This interactive lookbook showcases 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 Giveaway featuring Ninja Kitchen Appliances

This giveaway features a variety of instant win prizes including Easy Home Meals chip clips and aprons, plus grand prizes of Ninja Kitchen Appliances! Use the QR code and social images to share the giveaway in your communications and get consumers excited about the frozen and refrigerated aisles.

Sample copy: Calling all culinary enthusiasts! Enter the Ninja Kitchen Appliances Giveaway for a chance to elevate your cooking experience with a collection of Ninja kitchen appliances. Whether you’re a seasoned chef or a novice in the kitchen, these innovative appliances will transform your culinary creations. #ReDiscoverFrozenAndDairy

The ReDiscover Instant Win Game and Giveaway runs from January 1, 2024 to February 2, 2024.

January 1-5, 2024

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

Vegetable and Chickpea Coconut Curry Recipe Assets

Share this recipe and content on your social channels by saving the below images and video.

Cottage Cheese Raspberry Cheesecake Recipe Assets

3 Unique Ways to Use Greek Yogurt Edutainment Video Assets

This video shares three easy ways to use Greek yogurt in your recipes and meal prep.

January 8-12, 2024

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.

Make Ahead Freezer Oatmeal Cups Recipe Assets

Grocery Shop Along Video Assets

This video shares a variety of tips for shopping and using items from the dairy and frozen aisles.

Versatility of Tater Tots Edutainment Video Assets

Tater tots are more than just a side dish – these innovative ideas take traditional tots to the next level.

January 15-19, 2024

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.

Sheet Pan Salmon with Dill Sauce Recipe Assets

This sheet pan salmon with dill sauce recipe is the perfect way to enjoy a quick and easy weeknight meal that’s packed with flavor.

Cauliflower Florets with Romesco Sauce Recipe Assets

Are you ready to elevate your cauliflower game? This Roasted Cauliflower with Romesco Sauce recipe is the perfect way to do it!

How to Cook Frozen Veggies Edutainment Video Assets

This video shares how effortless it is to cook frozen vegetables.

January 22-26, 2024

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.

Chicken Tikka Masala Recipe Assets

This quick and easy Chicken Tikka Masala recipe is the perfect way to enjoy a taste of India at home.

Zucchini Rollups Recipe Assets

Looking for a light and refreshing snack or side? Try these zucchini rollups!

Waffles Edutainment Video Assets

Join us on a culinary journey, showcasing the versatility of waffles in both sweet and savory creations.