A new range of café-inspired frozen meals, Abundance, has arrived to add colour, fun and some cheeky humour to the frozen food aisle.
Targeted to millennials, the above and below the line marketing campaign conveys popular acronyms used across social media. From “Wow, That’s Frozen (WTF) to Can’t Believe It’s Frozen (CBF) and even FFS (Frozen Flavour Surprise),” the quirky campaign supports the new range of “delicious, healthy and filling AF (Abundance. Frozen!)” frozen meals.
High impact visuals will soon be splashed across Australia on large outdoor billboards, within bus shelters and busy retail shopping centres.
Abundance Senior Brand Manager Lauren Dragicevich says, “While we are marketing to our millennial consumer with playful language, at the heart of the product is of course its taste and abundance of healthy veggie goodness. We know our consumers are seeking healthy meals that fill them up, and Abundance certainly delivers taste, health and convenience in spades. It’s perfect for that quick bite for dinner before you head out, or a desktop lunch between zoom calls.”
The $2million+ marketing campaign will “drive mass awareness and address existing frozen meal barriers.” Engagement and conversation will be heightened through a social media strategy including online video content through YouTube, 9now, 7Plus, 10Play, SBS On Demand, Foxtel and Twitch. Instagram, Facebook and TikTok will also play a key role in the launch of Abundance. The colourful visuals will create strong shelf standout with in-store retail screens and freezer door point of sale.
The generously-portioned meals are bursting with flavour and come in five café inspired flavours:
- Asian BBQ Beef with kimchi spiced rice, sugar snaps and red cabbage.
- Japanese Stir Fry with turmeric noodles, ginger, mushrooms, edamame and Japanese 7 Spice.
- Coconut Curry with brown basmati rice, crunchy sugar snaps, chickpeas and edamame.
- Beetroot Gnocchi with an olive, mushroom and sweet potato medley and rich tomato Passata.
- Middle Eastern Lamb – succulent lamb kofta with green lentil rice, and crisp cauliflower and broccoli batons.
Abundance (RRP $7.50) is now available in Coles, Woolworths and independent supermarkets. The marketing campaign will run from mid-April to August.
