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Case study: Farm Foods 3 PERSON HOUSEHOLD Received Creative provided by Ebiquity Case study: Farm Foods 3 PERSON HOUSEHOLD Female Household Co-ordinator 25 -34 Male 25-34 Child 0-16 Received Sector Format Content Reach Frequency Commercial actions Farm Foods door drop Supermarket or Grocery Store Vouchers / coupons Special offers or discounts 2 people in the household 6 2 Grocery Average reach = 1.1 Average frequency = 3.1 Source: JICMAIL Q2&Q3, Kantar TNS, 2017

This Farm Foods leaflet arrived in the home and was read/looked/glanced at by the household co-ordinator who happens to be the female in the household. Over the course of 18 days it is re-read, discussed twice and put in the usual place by her and aside to read later by him. On the 20th June the item is recycled. But over the course of 18 days it has 5 physical interactions and 2 commercial actions which are speaking to someone else about it twice. The commercial actions are not taken as a proxy that the person had the pack in their presence at the time so isn’t included in our frequency metrics. Monday Tuesday Wednesday Thursday Friday Saturday Sunday 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 22 23 Item arrived Read Read Spoke to someone Put in usual place Item live for 18days Threw away or recycled Spoke to someone Put aside 3 Source: JICMAIL Q2&Q3, Kantar TNS, 2017