Birdseye Field Fresh March 2011

Key Campaign information Environment/Panels Key Campaign Objectives sheets sheets Drive perceptions that Field Fresh vegetables were just as good as fresh vegetables and increase sales Other Information Proximity Information 6 sheets – within 500 metres of a store 48 sheets – within 1km of a store

77%81% Not Seen OOH Seen OOH 56%72% 39%62% Polar Bear 30% More Vitamins Field Fresh The out of home campaign drove understanding of key messages Prompted Message Recall +5% +29% +107% Q10b And which of these things can you recall from the Birds Eye advertising I’ve just shown you? Source: Clark Chapman Birdseye 2011

Product knowledge strengthened by out of home campaign Birdseye Frozen Vegetables… “are picked and frozen within hours” 65%64%77% Pre Post: Not Seen OOH Post: Seen OOH Source: Clark Chapman Birdseye 2011 Q7 “I am going to read out some things other people have said when talking about BE frozen vegetables. For each one please tell me the extent you agree or disagree?”

Stronger brand equity amongst those who saw the campaign Birdseye Frozen Vegetables… “taste better than other brands of vegetables” 58%56%67% Pre Post: Not Seen OOH Post: Seen OOH Source: Clark Chapman Birdseye 2011 Q7 “I am going to read out some things other people have said when talking about BE frozen vegetables. For each one please tell me the extent you agree or disagree?”

OOH driving brand appeal +38% Agree: The Advertising… Source: Clark Chapman Birdseye 2011 Q11 “And looking at this advertising, to what extent would you agree or disagree that…?”

+1% Pre During Post +9% ADVERTISED PRODUCT Birdseye Field Fresh Source: Tesco, Morrison’s, ASDA (Based on: Birds Eye Field Fresh Broccoli 750g, Birds Eye Field Fresh Garden Peas 480g, 900g, 1.52kg & Birds Eye Field Fresh Steambags 540g (Carrot, Broccoli, Pea) Proximity out of home drove sales of the range both during and after the campaign OVERALL Christmas Week

Summary The campaign ensured the key messages were understood Brand perceptions and appeal both strengthened by the out of home campaign Strong sales uplift illustrating how proximity out of home can drive sales

Want to find out more? Contact the JC Decaux research team to find out how the campaign performed across other metrics