Food: Dolmio 2008 opportunity analysis showed regional GB’s are 10% more likely to buy pasta sauce 2008 was first major RTV investment for some years Regional sales contributed 40% of total national growth Main findings Regional TV Effectiveness Study April ‘07 – July ’08

Index Source: Roy Morgan Single Source (12 months to June 2010) Spaghetti Sauces and Pasta Sauces bought L4W: GB with Kids Pasta Sauces have higher CDI in regional due to higher index of kids 5-12

4 W/E Period Total Dolmio share of total sales vs. TV Spend Source: Scan Data (4 W/E 22/4/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT) RTV increased Dolmio’s regional category leadership by 5pts and was sustained post TV

Dolmio share grew in all markets supported with FTV TV – regional growth above average Source: Scan Data (4 W/E 22/4/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT) Dolmio share growth of total pasta sauces: Jan 2008 vs. July 2008

37 % Regional TV pasta sauce case study April ‘07 – July ’08 Data source: Nielsen / Aztec, Coles, Woolworths, BiLo of Dolmio national sales post TV came from regional

Total Dolmio brand sales: Regional is 37%+ of national Sales Source: Scan Data (4 W/E 22/4/07 to 13/7/08) Coles /Woolworths/Bi Lo (Excludes NT)% 18.3% 21.0% 15.6% 6.0% 5.2% 8.4% 7.0% 5.9% 8.8% 2.9% 0.8%

RO 3 I x Source: Aztec/Nielsen, Retial World, Adquest Regional ROI 3 times better than metro and generated $4m new sales

Investment in regional TV has paid dividends for Dolmio Improved total national growth Increased total campaign ROI Demonstrated future growth and efficiency opportunities 40% of sales and growth potential from c.20% of national TV budget!

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