2010 Halloween - Food Channel Instant Redeemable Coupon opportunity August 6, 2010

Key Messages The Food team is currently forecasting a $7 million shortfall to our Halloween 2010 factory sales plan Generating punch-in orders of everyday regular snack size can help us close this gap RSR’s will receive “Buy 3, Save $1.00” Instant Redeemable Coupon stickers to leverage for a punch-in order at store level, targeting key retailers.

Tactics –Leverage Instant Redeemable Coupon (IRC) stickers to generate orders of everyday regular snack size cases –IRC’s should be used to generate a punch-in order from warehouse, not to aid sell through of store inventory Example: move product from aisle/shelves to incremental secondary display location and apply IRCs on every third bag; punch-in an order to replenish aisle/shelf Timing –Communicated to retail teams the week of August 9 –IRCs allocated and delivered directly to the targeted RSR’s by the week of 8/23/10 Goal: Generate orders of everyday regular snack size bags in selected retailers “Save 1.00 when you purchase three (3) bags of Hershey’s snack size candy” Target Reese, Kit Kat, Hershey’s, Almond Joy, and Mounds regular snack size Coupon expiration date 11/13/10 Example only Targeted Retailers Shaw’s Acme Albertsons Jewel Cub Foods Hornbachers Shoppers Farm Fresh Shop’n’Save Lucky Albertsons LLC Stop & Shop/Giant MD Shoprite HyVee Schnuck’s Roundy’s

Target these retailers that can punch-in orders of everyday regular snack size throughout the season FPO

Action steps 1.Watch for IRCs to arrive in the mail directly to RSR’s by the week of 8/23 2.Include execution of IRC’s strategy into your pre-call planning for targeted retailers 3.Work with store decision makers to secure commitment to: Incremental display location pulling product from the shelf or backroom to build the display Punch-in order to refill shelf or display 4.Build display and place IRCs on every third bag of everyday regular snack size ($1.00 on 3 value) 10 case punch-in order of Reese Snack Size = 240 bags, requires 80 stickers Place IRC on front panel of package, easily visible to the consumer Example only