Fresh from the Freezer
A lack of salience in frozen food means consumer purchase behaviour can often drift to chilled, limiting volume and value growth. Frozen food offers a genuine solution to many of the issues concerning consumers and chefs today.
The Fresh from the Freezer campaign aimed to inspire consumers and chefs to re-evaluate their opinion of frozen food and challenge their perception on what frozen food has to offer.
Frozen is currently the fastest growing category in grocery. After three years of stagnation and decline, the frozen food category has risen from the FMCG ashes to become this year’s best-performing category across food and drink.
The Fresh from the Freezer campaign was a digital strategy and plan to reinvigorate the frozen category by changing perception and driving emotional connections. We created a two-sided approach to support the campaign, one consumer driven and the other chef driven.
For the consumer campaign, we created six videos, showcasing premium, time-saving and cost-effective ingredients which can be found in the freezer aisle. Each video was centered around a particular meal and occasion and highlights the surprising and delicious meals that can be made fresh from the freezer – smashing the myth that frozen is inferior in quality.
There was an interesting and unique twist to each video as each film was shot in reverse, starting with the finished dish, then deconstructing the dish to highlight the frozen ingredients that was used. These videos were advertised on both Youtube and Facebook with the aim of targeting the main shopper, specifically, females between 25-36 years old.
We partnered with The Staff Canteen, the UK’s largest online networking community for professional chefs, with over 64k members, and over 367k social followers to target young chefs. They worked with their own development chef to create three ‘Fresh from the Freezer’ videos, which were shot in a top-down, contemporary style and highlighted ingredients which can save time, reduce waste and save money. These videos were published and amplified via The Staff Canteen’s social channels, including their YouTube channel which has over 100K subscribers and was also featured in their e-bulletin in March, which went to 70k subscribers.
In addition to this, we also promoted the Chef Videos through Twitter advertising on the Fresh From the Freezer Twitter channel, using granular targeting to reach younger chefs. We targeted follower look-alikes of other relevant Twitter channels, such as @TheChefsForum and @CraftGuild. In addition to this, we targeted keywords and interests, such as ‘chef’, ‘‘sous chef’ and ‘cooking’.
The campaign ran between November 2018 and April 2019, with the final consumer film concluding April 15th.
On YouTube, the objective for consumer was to generate views (30 seconds minimum), of which we achieved 1.6 million, exceeding our target of 800,000. The Smoothie video which deployed in January, received the highest VTR, achieving 49.78% compared to the other five films (the YouTube average is currently 43.54%). The consumer campaign also gained 156% more impressions on Facebook than originally forecasted.
Collectively, the three chef films films gained over 115,000 impressions and over 6,500 views on YouTube. The films also generated over 90,000 impressions, were viewed over 22,000 times and reached over 70,000 consumers and chefs on Facebook and Instagram. The Staff Canteen email (which promoted all 3 videos) reached 3,789 members with a 15% open rate.
The campaign has collectively reached over 5 million consumers, with over 2 million being unique.