Grilling Marketing Plan

Recipe Rehab cookbook featured on Lean Ground Packages Grilling Marketing Plan May Jun Jul 2013 Apr Aug 4/28 FSI: $1 Off Jennie-O Burgers 5/18/13 Burger 8/31/13 Burger Banner Ad & Coupons $1 Off Burgers $0.55 Off 2 Franks $1 off Marinated $1 off 2 Tray Pack Banner Ad & Coupons $1 Off Burgers $0.55 Off 2 Franks $1 off Marinated $1 off 2 Tray Pack Direct integration with retailer websites April 28th will kick off the Grilling power period with an FSI featuring a $1 off JENNIE-O® Turkey Burgers and directing consumers to Coupons.com for additional savings. On Coupons.com consumers will be able to download a second $1 off coupon for burgers as well as coupons for $0.55 off 2 packages of franks, $1.00 off marinated tenderloins and $1.00 off 2 packages of fresh tray pack (featuring fresh burgers and bratwursts) Coupons.com will not only power several coupons, but it will feature Jennie-O banner ads highlighting the savings on the grilling items MyWebGrocer (MWG) as well as Walmart.com will also feature ads that will link to the coupons available on Coupons.com. MWG will feature branded recipe integration. In May, we will be featuring Recipe Rehabs new cookbook on the back panel of our fresh Lean Ground packaging. The back panel take-over will remain for 6 weeks. A QR code will take consumers right to the featured recipe on our website. The Recipe Rehab turkey burger episode, featuring JENNIE-O® products, will be on air May 18 and played again at the end of August. On June 26, leading up to the 4th of July holiday, we will again have coupons featured on Coupons.com. The same four offers will be available as well as the banner ads. May through July we will also be running paid online search. Through Google ad words, we’ll appear in searches related to healthy eating and grilling. We will also focus on grilling recipes and the versatility of JENNIE-O® products for the grill on our social media pages. Recipe Rehab cookbook featured on Lean Ground Packages PAID SEARCH: SOCIAL MEIDA:

Grilling Marketing Plan 4/28 FSI Drop: 30.0MM Circulation Beauty shot and direct to Coupons.com for additional savings In ad coupons $1.00 off JENNIE-O® Turkey Burgers 4/28 – 5/11 and 6/26 – 7/10 Banner ad on Coupons.com site featuring a link to burger, frank, marinated tenderloin and fresh tray pack coupons Direct integration with many retailer websites $1.00 off burgers $0.55 off 2 packages of franks $1.00 off marinated tenderloins $1.00 off 2 packages of fresh tray pack

Grilling Marketing Plan 5/18 Recipe Rehab TV Integration Burger recipe make-over featuring JENNIE-O® Lean Ground Turkey and Sweet Italian Sausages Episode runs again on 8/31/13 May - April Recipe Rehab back panel take-over of JENNIE-O® Lean Ground Turkey packaging Take-over panel will feature the Recipe Rehab cookbook. JENNIE-O® products are featured in six recipes in the cookbook Includes QR code that directs consumers to the featured recipe on jennie.com