Frozen Food Week and the Fresh from the Freezer website were created in 2022 by The British Frozen Food Federation (BFFF), the UK’s frozen food trade association. With over 200 members covering food manufacturers, retailers and logistics companies, the BFFF’s main job is to support and promote the frozen food industry.
CODA were asked to create a new bigger and better campaign for 2023 called the Frozen Food Revolution with more reach and impact to communicate and educate consumers on the benefits of frozen food. We came up with the Frozen Food Revolution lockup/logo identity, the main strapline ‘Think Food, Think Frozen!’, a fully responsive website and online competitions that would run throughout the year.
After submitting a range of options for the lockup/logo, BFFF selected the chunky “speech bubble” idea we created using a punchy colour palette of pink and navy. We took the slanted logo style through to the website design and included slanted blocks to split the content blocks with big bold snowflakes and an ice texture to add depth.
Frozen Food Week is designed to debunk the myths of frozen food and the website aims to be an informative hub with competitions, polls and voting mechanics designed to increase user engagement and also, communicate the 4 key benefits of frozen food: Great Value!; Convenience!; Good For You!; Planet Friendly!
We also sourced striking frozen food images which helped lift the site and create impact, this photography was then used on various additional graphics and branding items.
The campaign attracted the backing of Farmfoods who saw the branding and design at an early stage and decided to run a competition to win £500 worth of vouchers to spend in-store with a runner-up prize of £250 vouchers to spend in-store. Farmfoods ran with the branding and posters were printed to go up throughout their stores nationally. The competition has been a huge success so far with nearly 12,000 entries and it runs until March 2024.
Based on the success of 2023 we are hoping to help the BFFF and their clients make the campaign even bigger and better in 2024!