1. FY11 First Half Online Campaign Report December, 2010

2. Table of Contents Campaign Background – FY11 Objectives and Approach – Planning Parameters – Creative Review – Campaign Success Measurement Campaign Delivery – Overall Campaign Delivery – Performance by Site Creative Performance Key Findings – 2H Implications Appendix

3. Campaign Background

4. FY11 Objectives and Approach Objectives Raise awareness of potatoes’ health benefits among key target audience Raise awareness that potatoes fit the needs and demands of our target consumers Approach Continue momentum from FY10 and use online advertising as an effective medium to deliver potato nutrition and convenience message/recipes – Focus on recipe sites for maximum relevancy – Test new sites that reach Linda consumers that are lower/middle income – Includes health, wellness, family, and/or recipe edit Enhance message awareness through frequency on key sites – Two to four sites to ensure effective impression levels/visibility Sites will be measured for effectiveness based on agreed upon metrics

5. Planning Parameters Timing: July 15- April 30 – July 15- Nov 18 measured for mid-campaign report Budget: $214,000 net – Ad serving fees included ($6,181) – $119,262 measured for mid-campaign report Geography: National Creative: Standard flash banners Target Audience: Linda – 25-54 year old female with children in the home – Frequently cooks meals and prefers to cook with fresh ingredients. She does research online and in magazines for cheap, healthy, and family friendly dinners/meals. She wants to provide her family with tasty and healthy options without breaking the bank.

6. Creative Review

7. Campaign Success Measurement Before the FY10 online plan was implemented, it was agreed the following metrics would be used to determine the success of the campaign: – CTR – Recipes viewed – Recipes printed/downloaded Note, last three metrics above were included as key measurements to ensure we monitored activities that required a deeper interaction with the ads beyond CTR. These metrics ensure that the ads elicited a deep interaction with consumers thus increasing our ability to generate purchase intent and increase demand for potatoes at retail.

8. Campaign Delivery

9. Overall Campaign Delivery  Partner sites drove heavy traffic to the Transform Potatoes landing page and encouraged even higher campaign awareness levels (based on pure impressions) than in 2010. – CTR of 0.22% significantly exceed CPG industry standards of 0.09% for flash ads  Post-click engagement levels were significantly higher than those in 2010 – Time spent on site and average page views both grew significantly from 2010’s already strong performance  The overall FY11 campaign to-date has been highly efficient – Although CTR is lower in FY10 vs FY11, the clicks were highly qualified and drove as many recipe interactions as the higher click volume generated in FY10 – Overall CPM to-date in FY11 is $1.66 lower than FY10 CPM *Report dates: July 15-October 31 ** Bold metrics represent outperformance in one year vs. another FY11 1st Half PerformanceFY10 Performance Total Impressions11,205,6447,856,842 Total CPM$10.64$12.30 Total Clicks24,45132,896 Click Through Rate0.22%0.42% Average Time Spent on Site3:312:47 Average Page Views4.653.63 Recipe Views37,65237,793 Recipe Print/Downloads5,2775,313 Total Recipe Interactions42,92943,106

10. Overall Campaign Delivery – Traffic Drivers All 4 sites generated above-industry-average CTR’s and drove high traffic volume AllRecipes.com and WeightWatchers.com had the highest CTR (0.24%) and drove the most visitors Health and Wellness placements within all 4 sites were the most successful Although BHG drove the lowest CTR and cost efficiencies, post-click engagement of BHG visitors was highest in terms of page views and time spent on site Lower CTR vs FY10 may be driven by seasonality, “newness” of campaign, and expansion from more targeted to broader channel placements focused on increasing awareness SiteImpressionsClicksCTRAverage CPCCPMTotal Cost AllRecipes.com4,519,29410,7160.24%$4.00$9.49$42,885 MyRecipes.com2,423,1775,1960.21%$5.04$10.82$26,210 WeightWatchers.com2,497,7916,0880.24%$4.32$10.53$26,310 BHG.com1,765,3822,4510.14%$9.73$13.51$23,854 TOTAL11,205,64424,4510.22%$5.78$11.09$96,600

11. Key Post-Click Engagement Metrics *Does not include recipe interactions from other traffic sources Post-Click engagement has risen significantly from FY10 BHG.com drove the highest overall time spent on site and average page views AllRecipes and WeightWatchers drove the most recipe interactions

12. Site-By-Site Analysis

13. AllRecipes.com Performance  The Daily Dish Newsletter sponsorship drove overall CTR down but helped drive high awareness by delivering nearly 1.5MM impressions – Campaign CTR independent of the eNewsletter delivered at 0.31%  Food genre-specific channels performed very well for the campaign and should continue to be utilized in the future  Ability to deliver 100% 250x300 banner creative (proven to be the best-performing unit) helped drive CTR and post-click engagement  Text and Search Links continue to be solid awareness and click drivers PlacementStart DateEnd Date Impressions DeliveredClicksCTR Side Dish Channel 300x25007/15/1010/15/10384,5291,5520.40% Healthy Channel 300x25007/15/1010/15/10462,4421,6670.36% Best Performing Channel 300x25008/16/1010/15/10524,6391,4160.27% BBQ & Grilling 300x25007/15/1008/15/1081,3183930.48% Salad Channel 300x25007/15/1008/15/10351,2931,7590.50% Search Text Links07/15/1010/15/10687,8371,5490.23% Recipe Text Links07/15/1010/15/10533,4291,0550.20% Picnic Hub Sponsorship07/15/1008/15/1019,800420.21% Daily Dish Newsletter09/17/10 1,474,0071,2830.09% MyRecipes.com Total 4,519,29410,7160.24%

14. AllRecipes.com Best Performing Channel Targeting 300 x 250

15. AllRecipes.com Integrated Search Text Links 655 x 36

16. AllRecipes.com Daily Dish Newsletter, 9/17

17. AllRecipes.com Best Performing Recipe Text Links 468 x 60

18. MyRecipes.com Performance Recipe Targeting was the clear outperformer of the first half of the FY11 MyRecipes plan – 2 nd half of the FY11 plan should be optimized to focus more impressions against this unit 300x250 units across the board drove the most clicks PlacementStart DateEnd Date Impressions DeliveredClicksCTR Kid Approved Channel 300x2508/16/201010/15/2010 103,913 1870.18% Kid Approved Channel 728x908/16/201010/15/2010 103,883 500.05% Quick Easy Channel 300x2508/16/201010/15/2010 248,114 5080.20% Quick Easy Channel 728x908/16/201010/15/2010 240,093 1210.05% Recipe Targeting 300x2508/16/201010/15/2010 363,913 1,9750.54% Recipe Targeting 728x908/16/201010/15/2010 275,784 3900.14% ROC Healthy Diet 300x2508/16/201010/15/2010 163,028 3360.21% ROC Healthy Diet 728x908/16/201010/15/2010 170,920 1170.07% Side Recipe Sponsorship8/16/201010/15/2010 753,529 1,5120.20% MyRecipes.com 2,423,1775,1960.21%

19. MyRecipes.com Kid Approved Channel 300 x 250

20. MyRecipes.com Healthy Diet Channel 728 x 90

21. MyRecipes.com Quick & Easy Channel 728 x 90

22. MyRecipes.com Recipe Finder 728 x 90

23. MyRecipes.com Healthy Diet 300 x 250

24. BHG.com Performance The Food & Recipes Homepage sponsorship drove the highest site CTR (avg of 0.38%) Weekly Recipe newsletter placements drove awareness but were not efficient CTR drivers Although BHG delivered the fewest clicks, visitors to the Transform Potatoes page from BHG were the most engaged audience of all 4 sites PlacementStart DateEnd Date Impressions DeliveredClicksCTR Content Placement – 728x908/15/201010/30/2010187,5131560.08% Content Placement – 300x2508/15/201010/30/2010209,7786110.29% Daily Recipe Newsletter – 728x90 (ADDED VALUE)8/19/2010 95,834910.09% Daily Recipe Newsletter – 160x6008/26/2010 98,0491930.20% Daily Recipe Newsletter – 300x2508/19/2010 48,1301320.27% Food & Recipes Homepage Sponsorship – 728x908/16/20108/22/201048,5811380.28% Food & Recipes Homepage Sponsorship – 300x2508/16/20108/22/201045,6681720.38% ROADBLOCK - Content Placement – 728x908/15/201010/30/2010181,6371560.09% ROADBLOCK - Content Placement – 300x2508/15/201010/30/2010173,9174970.29% Weekly Recipe Newsletter – 728x90 (ADDED VALUE)9/5/20109/11/2010333,8292150.06% Weekly Recipe Newsletter – 300x2509/5/20109/11/2010342,446900.03% BHG.com TOTAL 1,765,3822,4510.14%

25. WeightWatchers.com Performance WeightWatchers.com drove the 2 nd highest number of clicks to the Transform Potatoes page Health & Fitness channel CTR was exceptionally strong, averaging at 0.57% – 2nd Half of Campaign should continue to optimize to Health & Fitness inventory where possible PlacementStart DateEnd Date Impressions DeliveredClicksCTR Health & Fitness, Food & Recipes – 160x60011/1/201011/30/2010696,6031,5340.22% Health & Fitness, Food & Recipes – 300x25011/1/201011/30/2010270,6503,4581.28% Community – 160x60011/1/201011/30/2010797,8535830.07% Community – 728x8011/1/201011/30/2010680,5574660.07% Community – 160x600*Added Value*11/1/201011/30/201052,128470.09% WeightWatchers.com Total 2,497,7916,0880.24%

26. 160x600 WW Food & Recipes/Health & Fitness

27. 300x250

28. WW Community Channel 728x90

29. WW Community Channel 160x600

30. Creative Performance Analysis

31. 1 st Rotation Creative (7/15-9/10): Grilling Click rate and post-click recipe interaction between Kabobs and Grilled Potato Salad during the first months of the FY11 campaign was generally even – Click and interaction parity suggest equal appeal between both recipe creatives Seasonality of recipes most likely helped to drive strong CTR and interaction 0.25% CTR (49% of recipe clicks) 0.25% CTR (49% of recipe clicks) 0.26% CTR (51% of recipe clicks) 0.26% CTR (51% of recipe clicks)

32. 2 nd Rotation Creative (9/10-11/15): Fall The creative refresh proved successful, with overall CTR and recipe interaction rising in the last months of the first half of the campaign “French Fry” creative drove an overwhelming proportion of recipe clicks (49%) and recipe downloads (64%) once users clicked through to the landing page during the 2 nd creative rotation “Soup” drove the fewest clicks and recipe interactions 0.30% CTR (28% of recipe clicks) 0.30% CTR (28% of recipe clicks) 0.30% CTR (23% of recipe clicks) 0.30% CTR (23% of recipe clicks) 0.31% CTR (49% of recipe clicks) 0.31% CTR (49% of recipe clicks)

33. Weight Watchers Test Creative (11/2-11/30) Both creatives performed above industry standards in terms of CTR “Think Again” creative ultimately drove the highest CTR (58% vs 42%) 0.25% CTR (58% of recipe clicks) 0.25% CTR (58% of recipe clicks) 0.22% CTR (42% of recipe clicks) 0.22% CTR (42% of recipe clicks)

34. Key Findings

35. The online advertising campaign delivered impressive results and greatly exceeded industry standards – 0.22% CTR is more than double the industry benchmark of 0.09% and continues to grow with the addition of WeightWatchers.com to the site partner mix. Online advertising continues to prove an effective medium to deliver the “Transform Potatoes” campaign and debunk the convenience myths surrounding potatoes – Efficient way to get our Quick & Healthy recipes in the hands of Linda – Reaches her in the most relevant possible mindset as she plans meals for her family Engagement within the Transform Potatoes is outperforming all benchmarks for CPG campaigns and is significantly outperforming the 2010 campaign in terms of page views (3.95 vs. 2.63) and time spent on site (3:30 vs. 2:49), indicating engagement with more Potato Board recipes and tips. Health-focused and occasion-related channels tend to perform the best for the “Transform Potatoes” campaign, most likely due to relevancy of messaging and an optimal consumer mindset

36. Implications for 2 nd Half "Think Again" should be continued into the 2 nd half of FY11 as it outperformed the 2 nd “Transform Your Look” creative in November’s WeightWatchers’ test runs eNewsletters do not strongly deliver against Potato Boards’ primary goal of driving clicks to the Transform Potatoes landing page. Future inventory in these spaces should be redistributed or negotiated as added value Once visitors have landed on the landing page, the "Fries" recipe continues to drive the highest user engagement; accounting for around 60% of all recipe downloads. Any future creative messaging based on recipes may want to focus around the "Fries" creative/recipe. BHG investment should be lowered in the 2 nd half of the FY11 campaign. We will continue to optimize in the 2nd half of the campaign across all sites to take advantage of the highest performing placements and creative units to-date.