Frozen-Food Companies Wage War Against Wendy’s

Fresh to death.
Fresh to death.Photo: JEWEL SAMAD/AFP/Getty Images

By billing its food as “fresh, never frozen,” Wendy’s has managed to offend a coalition of frozen-food companies — the Avengers of the bleakest supermarket aisle. The American Frozen Food Institute and the Frozen Food Roundtable, which include General Mills, Kellogg’s, and Nestlé, are joining forces to launch a $50 million campaign to boost morale for frozen foods. As sales decrease for 98 percent of frozen products (Stouffer’s lost loyal customers Michael Pollan and Adam Platt), it’s crucial that companies manipulate consumers into thinking their products are actually healthy. Advertising agencies are competing for this account: Edelman proposed the tagline, “Open up to frozen,” and McCann’s suggested, “Frozen. How fresh stays fresh.” How about, “So fresh, so clean?” Reunite OutKast for a jingle? [NYM, AdAge]