NFRA taps quench as lead strategic creative agency
The National Frozen & Refrigerated Foods Association (NFRA) has selected quench as its strategic creative agency partner, effective January 2025. The collaboration kicks off with an integrated digital campaign for Easy Home Meals, NFRA’s consumer engagement platform, aimed at driving awareness and engagement for the categories.
The partnership will focus on developing innovative social and influencer marketing strategies to showcase the frozen and refrigerated foods categories through year-round promotions and consumer outreach initiatives.
“With consumers increasingly seeking convenient, nutritious meal solutions, NFRA is well positioned to showcase the innovation and growth happening in our industry,” said Tricia Greyshock, NFRA President and CEO. “quench demonstrated deep category understanding and creative approaches that will help us connect with and remind consumers about the benefits of frozen and refrigerated foods.”
EasyHomeMeals.com serves as the digital hub for frozen and refrigerated food inspiration, reaching millions of consumers annually through its website, social media channels, and extensive media network. The platform delivers trending content, meal planning solutions, tips and tricks, as well as consumer sweepstakes and giveaways during key promotional periods including January’s ReDiscover Dairy & Frozen campaign, March Frozen Food Month, June Dairy Month and Summer Favorites Ice Cream & Novelties.
“The frozen and refrigerated categories represent modern mealtime solutions and our work will spotlight that,” said quench CEO Michael Pavone. “What separates quench from other agencies is our focus on the ‘sofa to shelf’ consumer journey. We use big creative ideas and smart shopper marketing strategies to make an impact at the shelf and, ultimately, on sales.”
quench won the NFRA business in a process that included a competitive agency review featuring presentations to a committee of CMOs from the refrigerated CPG industry and a committee from the frozen foods sector.
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