© ECRM All rights reserved Follow us on MEMORIAL DAY May, 2012 PJ Pecuch, Promotional Business Analyst Chelsea Kilway, CPG Promotional Business Analyst

© ECRM All rights reserved Follow us on Contents Category Mix Shift Changes in Promotional Volume by Retailer Memorial Day Circular Support by Manufacturer Branded and Private Brand Cross Promotion 1¢ Promotions at Jewel-Osco Group Key Memorial Day Products Four Dominant Holidays For Ketchup & Mustard Promos Memorial Day Is The Biggest Holiday For Ketchup & Mustard Promotions

© ECRM All rights reserved Follow us on Category Mix Shift Patio, camping, sun care, and lawn/garden categories are advertised much more at the expense of athletic/exercise equipment, electronics (phones & toys), and school supplies. This study uses ECRM’s weighted ad block count which weights retailers’ ads to reflect scale and marketing power. Each percentage is the weighted true ad block count of the two weeks preceding Memorial Day (5/15/2012-5/29/2012) compared to year to date promotions (1/1/2012-5/26/2012).

© ECRM All rights reserved Follow us on Changes in Promotional Volume by Retailer Retailers focused on office supplies and electronics cut back Each percentage is the true ad block count of the two weeks preceding Memorial Day (5/15/2012-5/29/2012) compared to year to date promotions (1/1/2012-5/26/2012).

© ECRM All rights reserved Follow us on 1¢ Promotions at Jewel-Osco Group Key Memorial Day Products Budweiser comes grouped with Chips and Dip MillerCoors comes grouped with Hot Dogs, Buns, and Mustard

© ECRM All rights reserved Follow us on Memorial Day Circular Support by Manufacturer Two weeks preceding Memorial Day (5/15/2012-5/29/2012). None of the remaining 2392 manufacturers have more than 0.8% of all promotions. The top promoting manufacturers for Memorial Day season are similar to those for the entire year. The largest change is the presence of The Scotts Company among top manufacturers, as well as an increase in private brand’s share of promotions.

© ECRM All rights reserved Follow us on Branded and Private Brand Cross Promotion Giant Food Carlisle – Exton, PA - 5/20/ Page 1 (F) Dominick’s Finer Foods - Chicago, IL - 5/27/ Page 3 (M) Memorial Day season coincides with an increase in private brand’s share of promotions.

© ECRM All rights reserved Follow us on Four Dominant Holidays For Ketchup & Mustard Promotions Share of yearly ad support measured on a weekly basis 1/1/2011 – 12/31/2011 Normalized to reflect retailer market share

© ECRM All rights reserved Follow us on Memorial Day Is The Biggest Holiday For Ketchup & Mustard Promotions Although ketchup and mustard are promoted year round, promotional volume reaches its highest level around Memorial Day.

© ECRM All rights reserved Follow us on Our Methodology & Details Report Methodology All insights are sourced in a study performed by ECRM Analysts, May We used a dataset from ECRM Marketgate in the period of 5/15/2012-5/29/2012, the commonly defined promotional period of Memorial Day (also used by Nielsen/IRI). Additional ECRM studies examined the time periods 1/1/ /31/2011 and 1/1/ /26/2012. More About ECRM’s MarketGate Ad Comparisons Web Site: Studies on Seasonal & Category Promotions: Contact: Scott Whalley Sarah Sweitzer