AdAdapted and NFRA Extend Shoppable Media Partnership

We're excited to share that AdAdapted and the National Frozen and Refrigerated Foods Association (NFRA) are continuing our partnership through 2026—marking five years of helping CPG brands connect with grocery shoppers when it matters most.

Five Years of Meeting Shoppers Where They Plan

Since 2022, we've worked with NFRA to power their March Frozen Food Month and June Dairy Month campaigns with our Save Now, Buy Later™ technology. The premise is simple: reach shoppers when they're actually making decisions—scrolling through recipes, building shopping lists, planning the week's meals.

For participating brands, this approach has been highly successful. Collectively, the initiatives delivered the partnership's highest competitive shopper conversions and estimated omnichannel revenue to date.The reason? We're not trying to interrupt shoppers. We're showing up exactly when they're ready to add items to their cart or list.

What's Coming in 2026: From Recipe Inspiration to Cart in One Click

The partnership extension brings two features designed to make the path from discovery to purchase even smoother:

Add-It™ Recipe Selector

Think about how people actually find dinner ideas. They browse recipes on their phones, screenshot ingredients, try to remember what they need at the store (or forget half the list). Our Recipe Selector eliminates that friction. Shoppers browse curated recipes and add every single ingredient to their digital cart or shopping list with one tap.

No switching apps. No retyping ingredient names. Just instant action on inspiration.

DealFinder Localized Activations

Not every deal makes sense everywhere. A promotion that works in the Midwest might fall flat in the Southwest. DealFinder lets brands highlight region-specific offers and connect with shoppers during the planning phase, when they're most receptive to trying something new or stocking up on a good deal.

Why This Partnership Model Works

"Our members look to NFRA for opportunities that deliver real business impact," 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."

The collaboration actually started through NFRA's agency partner, On The Mark Strategy, Inc., which has managed the association's national Frozen Food Month and Dairy Month campaigns since 2016. They introduced us to NFRA as a solution that could deliver measurable results for members, and the partnership has grown from there.

"The results from 2025 show just how powerful these programs have become," said Molly McFarland, Co-Founder and CRO of AdAdapted. "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."

The Bigger Picture: Shoppable Media That Actually Converts

Here's what we've learned over five years of powering these campaigns: shoppers don't need more ads. They need solutions that fit into their existing shopping habits. That means showing up in meal planning apps, recipe browsers, and digital list builders—the places where purchase decisions actually happen.

Our Add-It™ technology makes this possible by allowing shoppers to save products for later or add them to their cart immediately, without requiring a login, switching apps, or interrupting their flow. It's the difference between "I should remember to buy that" and "It's already on my list."

For frozen and refrigerated brands specifically, this approach addresses a key challenge: how to inspire meal ideas and capture sales in the same moment? Shoppable recipes are the answer. They bridge the gap between "what's for dinner?" and actually having the ingredients in your cart.

Join the 2026 Programs

NFRA's March Frozen Food Month and June Dairy Month campaigns give members access to proven shoppable media tools that drive real revenue. With the addition of Recipe Selector and DealFinder, 2026 is shaping up to be the strongest year yet.

Interested in participating in NFRA's 2026 programs? Contact Tricia Greyshock at tricia@nfraweb.org.

Want to explore shoppable media solutions for your CPG brand? Reach out to Adam Fine at afine@adadapted.com or connect with our team.