The Challenge Making it on the grocery list. Perception of frozen as “not fresh”. Message on both convenience and freshness throughout the planning and shopping process

Finding the Right Partner Must be Mobile* 62% of moms use shopping apps 46% took action after seeing mobile ads Source: Mojiva Must be Flexible Build promotions any time, any season, without relying on retailers Must Be Comprehensive Integrate into meal planning & grocery shopping Ability to create demand Areas to build brand awareness Must be Measurable Understand the impact of the promotion Together, we created a campaign to create demand and build brand awareness.

Campaign Overview Duration: 28 days Shoppers across 19,000 stores 6 Tactics Experimentation

Experimentation: Recipe Alternatives Messaging and Color Matter 0.9% 1.0% 1.1% 1.4% Selected Alternative 12% 31% 29% 25% Added to GL

Demand: Meal Pairings 4.2% viewed 6.6% of viewers added both meals to meal plan CTR onto branded page was over 17x the industry average for mobile ads ads* *baseline is 0.24% CTR, Marketing Journal Blog Messaging that emphasizes convenience Light branding

Demand: Recipe Alternatives 4.3% Took Action20% of those add to meal plan Stouffer’s Campaign (Average) Best Performing (Chicken Alfredo) 3.2% Took Action 75% of those add to meal plan 75% conversion rate for adding Stouffer’s branded product to grocery list, and there isn’t even an offer attached.

Demand – Product Promotion Messaging that emphasizes ingredient quality 2.6% tapped promotion 33% of those added to grocery list Meatloaf was the big winner with 45% conversion rate 33%-45% conversion rate for adding Stouffer’s branded product to grocery list, and with no offer attached. Overall, 74% - 181% better than FSI coupon redemption rate, without a discount. *Based on 0.5% FSI coupon redemption rate.

Demand: Sponsored Recipe List 5.4% viewed 2.8% who viewed added to meal plan The least effective tactic, but still 11.5x better than mobile banner CTR Light branding

Awareness: Grocery List Keywords frozen entrees frozen ravioli frozen lasagna lasagna lasagne lasagne noodles pasta sauce spaghetti Build brand awareness at point of purchase by targeting related keywords.

Takeaways Messaging matters. – Shoppers / women will select frozen options when understanding the ingredients and benefits. Market with consumers, not at them. – Deliver the right message to shoppers in their natural process Experiment with shopper marketing in a mobile context. – Don’t limit shopper marketing programs to individual retailers or their promotional calendars. Discounts aren’t necessary – If you target the right shoppers, they want to try your product. You don’t need to give them a monetary incentive.