Made up of six short films, the brand new ‘Fresh from the Freezer’ promotion is designed to highlight ‘surprising’ meals that can be made with frozen ingredients, including a festive roast dinner.
Other videos to launch in the New Year and spread over a six-month period, will feature Thai green prawn curry, breakfast pastries, fruit smoothies, steak and lobster, and desserts.
BFFF chief executive John Hyman said: “The videos showcase surprising food that is made fresh from the freezer, smashing the myths that frozen is inferior in quality and appeal to fresh (food).
“This is another sign of confidence in the frozen food market, which has remained the most buoyant part of the grocery sector.
“In the last 12 months, frozen has achieved a market growth of 5% (to £8.6bn), putting frozen foods ahead of both chilled and ambient.
“Our members continue to innovate, add premium quality products and build awareness of the convenience and reduced food waste that frozen delivers.
“We’re confident these factors will continue to drive growth supported by our new campaign.”