83% of households participate in Trick or Treating, Candy is the #1 purchased item 80% Consumers see Halloween Displays as “permission” for buying candy Early purchase are more impulsive and profitable than rest of season In-Store displays drive purchase decisions – 70% bought candy because they “walked by” 57% of shoppers will choose retailer on item selection (Snack Size: 70% of sales) Consumers want to be the “Cool House” w/Brands kids recognize (Hershey: Top 3 of 5 brands) Shopper Insights: Shaw’s Halloween ‘11 Execution (Internal Use Only) Go Early to Build Awareness & Seasonal Loyalty Own Season the Season by Front of Store Displays - Capturing Shopper before they get to their shopping list Go Big, Create Impact Displays w/Core Brands Note: Leverage FSI’s: 8/14, 9/25, 10/11 “Save $1 w/Purchase 3” Seasonal Opportunity: Execution: Key Programs & Timing Promo Vs. PY: 2 XVB vs. 1 3 Front Pg vs. 1 8/21 to 9/10 - Early Support: IRC’s: Reg. Snack Size “Buy 2, Get 1 FREE” - Utilize to Gain Increm. Display &/or Premium Location 9/23 XVB – Go Big: Reg. Snack Size “4 Bags for $8, MUST BUY 4” (100% Increm. Vs PY) 9/30 to 10/30 – SV Specific Tear Pads: “Save $2 on 2 Snack Size Bags” All Sizes - Enhance Season, Increm. Display & Drive Sell Thru (Use only as needed) 10/21 XVB – Own Season: 75 pc & 100 pc Snack $7.99 (Extreme Value Buy) 10/23 Snack Size Ad - $2/5 NOTE: IRC’s used to secure early season display (Aug/ Sept), tear pads later in the season – after the first XVB!

2 Shaw’s Halloween Execution has begun! Week of: 8/19: Snack Size Displays 2/$6 8/26: Snack Size Displays 2/$6 9/2: Regular Snack Size 2/$5, Halloween CPC $3.29 9/9: 125pc + Snack $ /16: Super Snack Size $6.99, Halloween CPC $3.29 9/23: XVB - Reg. Snack Sz “4 Bags for $8” MUST BUY 4, Sugar Snack Sz $2.39 & HAL CPC $3.29 9/30: Super Snack Sz $6.99, Halloween CPC 2/$6, Regular Ct. Seasonal IC 2/$1 10/7: 100pc + Snack $9.99, Halloween CPC 2/$6 10/14: Snack Size 2/$5, Jumbo Snk 2/$9, Halloween CPC 2/$6, Sugar Snack 2/$4 10/21: XVB- 75 pc & 100 pc Snack $7.99, Reg. Snack Size 2/$5, 10/28: Front Page Snack Size Ad - $2/5, Jumbo Snack Sz 2/$9, 100pc +Snack $1 E-Coupon, Sugar Snack Sz 2/$4 Weekly Plan of Attack: Key Areas of Focus & Timing IRC’s Tear Pads Actions to Help SUPERVALU Win: DRC’s and WOW Displays at Register During Front Page/XVB Weeks Mods & Hutches in high-traffic locations and/or lobby of Store Factory Halloween orders up over 10% vs. ’10 Projected sell thru = 90%

3 Hershey: Halloween ‘11 FSI’s, IRC’s & Tear Pads August 14, 2011 –Save $1.00 when you buy 3 bags of REESE’S or KIT KAT Snack Size (9-22 oz.) –½ page with 35M circulation September 25, 2011 –Save $1.00 when you buy 3 bags of HERSHEY’S, KIT KAT or REESE’S Snack Size (9-22 oz.) –Full page with 45M circulation October 16, 2011 –Save $1.00 when you buy 3 bags of HERSHEY’S, KIT KAT or REESE’S Snack Size (9-22 oz.) –Full page with 45M circulation Final offers and images are subject to change Buy 2 Get 1 Free Regular Snack (9-12 oz) (All Sizes/Varieties of Snack) (Max 60 coupons per store) Tactic: Leverage (IRC) stickers to generate orders of everyday regular snack size cases –These are not to be used solely to aid sell through of store inventory; but to generate a punch in order from the warehouse and/or gain increm. displays Buy 2 Get $2 Off Snack Size Tear Pad Tactic: Leverage Tear Pads to generate orders or improve placement of display –These are not to be used solely to aid sell through of store inventory; but to generate a punch in order from the warehouse and/or gain improved placement Utilize following the 4/$8 XVB!