Challenge
The rise of celebrity chefs and TV cookery shows had led consumers to view frozen food as the poor alternative to fresh, despite it being of equal or better nutritional quality and costing less. Industry body British Frozen Food Federation (BFFF) asked Pelican to find a solution.

InsightCool Cookery
Consumer insight revealed that whilst older women (C1-C2-D, aged 45+) continued to buy frozen, younger more affluent family shoppers B-C1-C2, 30-45 – were avoiding the frozen aisle. In addition, an analysis of web search data identified significantly higher volumes of search for cookery terms than frozen food term. We needed to promote frozen food as convenient, nutritious and easy to use: ideal for busy parents looking to feed their family good quality meals.

Solution
An integrated digital marketing and PR campaign that allowed mums to interact with frozen in a more modern way through the web, apps and social media. We relaunched the BFFF’s entire digital offer as Cool Cookery, this included:

• Brand new website designed to celebrate family cooking
• Twitter and Facebook rebrands
• Blogger relations
• Pay per click support
• A Cool Cookery app.

Brilliant Results
Our campaign has not only transformed the image of frozen food it has actively driven sales. In addition, frozen critic Jamie Oliver is now an ardent fan and has recommended using frozen ingredients in his Channel 4 TV programme Jamie’s Money Saving Meals.

In 12 months, coolcookery.co.uk unique visitors reached >103,000 (8,611 monthly average). In six months unique visitors increased 168.7%.
The market is now worth almost £5.75bn. Frozen meat and poultry has also reported notable volume and value growth, 3.1% and 3.4% yoy respectively.
Industry Awards:

PRide awards Gold – Best Use of Digital
MPA Inspiration Awards – PR Agency Innovation