1. Halloween Promotional Reflections November, 2011

2. Topics Covered Retail Ad Support Across Candy Segments Top Promoted Candy Manufacturers Top Retailers Promoting Candy, Halloween Decorations, and Halloween Costumes & Make-up Candy FSI Promotions Candy Promotions on Retailer Websites

3. Walmart & Target Last year we saw Target advertising a one-cent price advantage over Walmart on the front cover. This year Target advertised the same price point and Walmart has a one-cent advantage. “Halloween Week” 2011 “Halloween Week” 2010

4. CVS beats the big box stores on price by using their Extrabucks promotions for 2011. “Halloween Week” 2011 “Halloween Week” 2010 “Halloween Week” 2011 “Halloween Week” 2010 Walgreens competes with the big box stores on price by using coupon & B1G50% off for 2011.

5. For “Halloween Week” 2010 Kroger, Safeway, and Albertson’s did not make Halloween a front- page priority. For “Halloween Week” 2011 Kroger and Albertson’s did not make Halloween a front-page priority, however, Safeway did include Halloween candy on the front page.

6. Source: ECRM, October 2011 Retail Ad Support Across Candy Segments

7. Source: ECRM, October 2011 Share of Total Candy Feature Ads ManufacturersOct – 2010Oct – 2011 Share Point Change 1 The Hershey Company24.8%26.9% +2.1 pts 2 Mars Chocolate16.0%18.4% +2.4 pts 3 Nestle S.A.14.1%12.0% -2.1 pts 4 Wrigley Jr Company5.2%5.7% +0.5 pts 5 Tootsie Roll Industries6.6%5.1% +1.4 pts 6 All Other Candy33.2%32.0% -1.2 pts The top 2 manufacturers represent 45% of ad support up from 41% in October 2010.

8. Candy Features by Channel Source: ECRM, October 2011 # 8 Advertised Category in the Drug Channel # 28 Advertised Category in the Grocery Channel # 36 Advertised Category in the Mass Channel Reads: Candy represents 4.2% of total circular ads in the drug channel.

9. Top Retailers Promoting Candy Source: ECRM, October 2011

10. Top Retailers Promoting Costumes & Make-up Source: ECRM, October, 2011

11. Top Retailers Promoting Halloween Decorations Source: ECRM, October, 2011

12. Top Manufacturers Utilizing FSI Promotions Source: ECRM, October, 2011 * Chicago Market

13. Top Candy-Makers Featured in Retail Web Promotions Source: ECRM, October, 2011

14. Top Retailers Utilizing Web Promotions Source: ECRM, October, 2011 Walgreens & Target seem to have embraced the idea of candy web promotions more than other retailers. Walgreens Web Promo 10/10/2011

15. Interesting Halloween Facts 41 million - The estimated number of potential trick-or-treaters in 2010 — children age 5 to 14 — across the United States. Of course, many other children — older than 14 and younger than 5 — also go trick-or-treating. Source: U.S. Census Bureau 92% - Percentage of households with residents who consider their neighborhood safe. In addition, 78 percent said there was no place within a mile of their homes where they would be afraid to walk alone at night. Source: U.S. Census Bureau 1,177 - Number of U.S. manufacturing establishments that produced chocolate and cocoa products in 2009, employing 34,252 people. California led the nation in the number of chocolate and cocoa manufacturing establishments, with 135, followed by Pennsylvania, with 111. Source: U.S. Census Bureau 409 - Number of U.S. establishments that manufactured nonchocolate confectionary products in 2009. These establishments employed 16,974 people. California led the nation in this category, with 45 establishments. Source: U.S. Census Bureau 24.7 pounds - Per capita consumption of candy by Americans in 2010. Source: U.S. Census Bureau 1,719 - Number of costume rental and formal wear establishments across the nation in 2009. Source: U.S. Census Bureau 1.1 billion pounds - Pumpkin production by major pumpkin-producing states in 2010. Illinois produced an estimated 427 million pounds of the vined orange gourd. California, New York and Ohio were also major pumpkin-producing states, each with an estimate of more than 100 million pounds. Source: USDA National Agricultural Statistics Service

16. Methodology Retail ad support measured by number of ad blocks in retailer print circulars. Ad counts include branded & private label products, but not unbranded. Ad Circular Data Includes U.S. & Canadian Retailers ECRM’s MarketGate Ad Comparisons Web Site: www.AdCompare.MarketGate.comwww.AdCompare.MarketGate.com Studies on Retail Promotions: www.PromotionalReflections.comwww.PromotionalReflections.com Contacts: Scott Whalley 847-482-1793scott@ecrm.marketgate.comscott@ecrm.marketgate.com Tom Pirovano 440-528-0418 tpirovano@ecrm.marketgate.comtpirovano@ecrm.marketgate.com Jason Marshall440-498-0500jmarshall@ecrm.marketgate.comjmarshall@ecrm.marketgate.com