AWG Brands Scores Slam Dunk with Frozen Food Happiness Campaign

Increasing sales in the frozen food aisles with fun, flavor and exclusive deals.

AWG Brands, the private brands of Associated Wholesale Grocers, Inc. (AWG), celebrated National Frozen Food Month with a successful marketing campaign, Frozen Food Happiness, designed to showcase the wide array of frozen food products available to both AWG member retailers and their customers. The campaign’s innovative approach brought excitement and value to the frozen food aisle, creating a memorable experience for shoppers throughout AWG’s trade area.

This year’s campaign emphasized the convenience, variety, and fun that frozen food can bring to everyday meals. With a strong digital presence, Frozen Food Happiness centered around an engaging social media competition to connect directly with consumers, driving awareness and increasing sales. Participants completed a bracket of Best Choice® Family of Brands frozen food products and voted via social media for their favorites to advance to the final round and claim the Frozen Food Happiness title. Now in its third year, the campaign saw significant growth in participation. Social media followers surged by more than 140%, while interactions in the competition grew by more than 300% compared to last year.

The campaign’s success was further amplified by partnerships within AWG’s Retail Marketing Network (RMN). Exclusive digital coupons and email content were distributed through RMN, boosting both consumer awareness and sales. Frozen food products highlighted in the campaign saw a 58% overall incremental sales lift from AWG member retailers. In addition, member retailers saw a 50% increase in consumer digital coupon redemptions for promoted frozen food products compared to the prior month.

“We’re thrilled with the success of Frozen Food Happiness,” said Emily Detwiler, AWG Brands Vice President. “This campaign has not only helped showcase the breadth and benefits of our frozen food offerings but has also driven significant engagement and sales for AWG member retailers.”

Consumer winners of the bracket competition were announced in April. They received AWG Brands product prize packs, along with gift certificates to purchase their favorite frozen food items. This year’s overall product winner voted upon by consumer participants was Best Choice Buttermilk Biscuits.

National Frozen Food Month is an initiative by the National Frozen & Refrigerated Foods Association (NFRA), aimed at educating consumers about the many benefits of frozen foods. AWG has proudly supported this initiative for nearly a decade, winning two Golden Penguin Awards for past Frozen Food Happiness campaigns.

“AWG has been a long-time member of NFRA,” said Tye Anthony, AWG Chief Merchandising and Marketing Officer. “We’re proud to support this initiative and participate in the National Frozen Food Month campaign.”

As AWG Brands continues to innovate and evolve, Frozen Food Happiness sets the stage for even more exciting seasonal initiatives designed to elevate the food shopping experience for consumers and increase sales for retailers.