The challenge

The British Frozen Food Federation (BFFF) founded in 1973 is the trade association for the UK’s significant frozen food industry worth £7.85 billion. To reflect the changing business environment, the BFFF began a reorganisation that included changing its status to a company limited by guarantee, and ramping up its PR and communications programmes. Once the main conduit for communicating with BFFF members, the Bulletin magazine is now supported by the BFFF website, edms and a growing number of member events. A review of the role the magazine played in member communications was required.

The solution

With a wide diversity of member companies from frozen food producers to logistics companies and financial services, the bi-monthly Bulletin needed a content strategy that had a general appeal and revealed the new and more modern face of the BFFF.

Taking account of member demographics, trends in the frozen food industry and the objectives of the BFFF, the fabl proposed a bold redesign that would better reflect the federation’s position as representative of a major and profitable industry and its expert ambassador.

Editorial tone is pitched to better mirror the business and financial media that executive members favour – with content chosen to reflect trends, growth sectors, issues and the communication needs of the federation. Design and layout is cleaner and more visually appealing with better use of pictures, graphics and illustrations.

The fabl is responsible for content creation, editing, design and print.