AdAdapted, the digital media platform built for CPG brands and retailers, has renewed and expanded its partnership with the National Frozen and Refrigerated Foods Association (NFRA) for a fifth consecutive year. The collaboration leverages AdAdapted’s patented Save Now, Buy Later technology to connect brands with shoppers at critical moments—planning, list-building, and purchasing.
Since 2022, AdAdapted has powered NFRA’s signature co-op media programs, including March Frozen Food Month (MFFM) and June Dairy Month (JDM), helping brands reach consumers with shoppable ad formats that drive measurable sales across e-commerce and brick-and-mortar. The 2025 campaigns delivered the partnership’s highest competitive shopper conversions and estimated omnichannel revenue to date.
New Tools for 2026
Looking ahead, NFRA members will benefit from new interactive solutions to influence purchase decisions:
- Add-It™ Recipe Selector: Consumers can browse curated recipes and instantly add all ingredients to shopping lists or carts.
- DealFinder Localized Activations: Members can highlight region-specific promotions, connecting with shoppers at the planning stage.
“These enhancements expand the reach and impact of NFRA’s flagship programs,” said Tricia Greyshock, President and CEO of NFRA. “AdAdapted continues to provide innovative, shoppable solutions that meet consumers where they are, whether online or in-store.”
Proven Results, Built on Collaboration
AdAdapted’s partnership with NFRA was introduced through agency partner On The Mark Strategy, Inc., which has managed NFRA’s MFFM and JDM initiatives since 2016. Molly McFarland, co-founder and CRO of AdAdapted, emphasized the measurable value: “By bringing new formats like Shoppable Recipes and local deal activations into the mix, we’re giving NFRA members even more ways to influence shoppers and measure success. We’re excited to keep building on this momentum in 2026.”
The ongoing collaboration highlights the increasing importance of shoppable media for CPG brands, bridging the gap between digital engagement and in-store conversions, and providing marketers with actionable data to optimize campaigns and ROI.
