CONAGRA S READY, SET, EAT:

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1 CONAGRA S READY, SET, EAT: THE PERFECT RECIPE FOR CONTENT MARKETING John Stichweh ConAgra

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3 A manufacturer created platform designed to be personalized for Consumers and Retailers 3

4 Get In, Get Out DinnerTool White Space Eat Better America Time to Cook Epicurious SparkPeople Start Making Choices Campbell s Kitchen Group Recipes Betty Crocker Eating Well All Recipes Cooks.com Cooking Light Explore TableSpoon Simple & Delicious Best Life Weight Kraft Foods Watchers Real Simple Prevention No Time to Cook Size (Monthly Traffic) 0-500K 500K 2MM 2MM 4 MM 5MM+ 4

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10 concept Deciding what s for dinner shouldn t be difficult. You don t have enough time in the day for difficult. That s where ReadySetEat comes in. Whether planning ahead or making snap decisions in the grocery aisle, ReadySetEat is there with easy weeknight meal solutions and ways to save you money in the process. It s a smart resource that helps you get in, get out, and get dinner on the table so you can spend time doing what you really want to be doing. We know dinner won t wait, and we re here to help. 10

11 Our Program 11

12 Purpose: The purpose of the ReadySetEat Brand is to drive incremental sales of ConAgra brands by providing users with quick and easy dinner ideas to solve the weeknight dinner dilemma. Differentiators Solution for the weeknight dinner dilemma 57% of dinner choices are made less than 60 minutes before serving dinner Focuses exclusively on the dinner meal occasion Focuses on select set of proven, curated recipes that are family friendly 7 Ingredients or less, 30 minutes ore less to prepare Common ingredients that are found in most HH s

13 We operate from an OGSM Objectives Goals Strategies Key Measures 1. Drive ROI by growing our member base for on-going communication. ROI increased to > $x.xx on next read. Add >xmm net new members to RSE in FY13 Maximize the % of our budget going to acquisition media. Lower the CPA of Paid Search. Leverage our current members to drive new members. Develop and deploy a plan for converting non-registered visitors. Develop and deploy a play for converting non-members. Spend $XX in Acquisition Media at a CPA of $x.xx Lower the CPA of Paid Search from $xx to $xx Add > x new members through Partnership with Retailers. Induce >xxm non-registered site visitors to register for RSE. Incude >xxm non-subscribed users to subscribe. LyS traffic account for >=x% of total RSE Traffic 2. Drive ROI by increasing the value of current members through increased engagement with RSE. Lift per HH incremental contribution by >xx% at next ROI read. Develop and deploy campaign to re-activate lapsed members. Develop and execute against an effort to fill in the data gaps with registered members to expand our ability to deliver relevant content. Create awareness of the RSE ecosystem amongst our members. Develop and deploy new-member on-boarding. Annual Visitors >= XXXXXX Recipe Prints for the year > XXXXX Recipe Saves for the year > XXXXX >95% of available coupon clips are clipped for the year. Recipe Page Views > xxxxx Recipe Prints > xxxx Recipe Saves > xxxx Pinterest pins/re-pins > xxxxxx 13

14 ReadySetEat The Faster, Smarter Way to Dinner Complete dinner solution - Entrée - Side - Desserts Quick access to healthier options Focus on key dinner criteria: Main ingredient Prep Time Total Time Roll-over for instant view of ingredient list One click access to local retail sales for ingredients 14

15 Local Savings Linked to Recipes Recipes identified when meeting healthier criteria For Two options made available to address smaller HH Social Enabled Chicken Breast highlighted on sale at local retailer Ratings and Reviews bring credibility 15

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19 ReadySetEat on Mobile

20 RSE Social Pinterest Recipe Awareness - Has driven 130,000 visits to RSE.com - Highest pinned recipe: Zucchini, Beef & Rice Skillet Facebook & Twitter Consumer Engagement & Insights Over 19,000 combined followers.

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22 Launched June 15, 2012 Translated 255 existing recipes on RSE to Spanish Developing 25 new Latin American/Carribean recipes Newsletter Launched in Jan 2013.

23 ReadySetEat Newsletter Sent bi-weekly to database Support for priority brands and smaller brands

24 How We re Doing ReadySetEat ConAgra s single largest digital property We are leveraging ReadySetEat as a multibrand, go-to-market platform with retailers Maintain a 12 month rolling editorial calendar. ReadySetEat is now in Spanish as Listo Y Servido

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32 RSE and HEB Co-Branded

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40 RSE Functionality White Labeled Give Every Night New Flavor - Kroger # 40

41 Event Overview Micro site, Kroger.com ad, Bloggers Digital Coupons Gatefold Ad Stanchion Sign & Booklet Pallet & Tear Pads 41

42 RSE Co-Branded for Kroger Meal Solution Promotion # 42

43 P13 Meal Solutions Overview Event Overview: ConAgra Meal Solutions give shoppers savings and ideas for a quick and easy dinner. Timing: P13 Wk2 3 Brands: Hunt s Pasta Sauce Hunt s 14.5oz Diced, 12oz paste & 15oz Sauce Ro*Tel 10oz Spicy Diced tomatoes Rosarita 16oz Refried beans Chef Boyardee Can and Microwave items Manwich 15z Sloppy Joe Sauce PAM Ranch Style Beans Banquet Poultry oz Offers: Kroger Landing Page & Digital Coupons Banner Ads Recipe Website Recipe cards Participating Items Digital Coupon Value Multiple Chef Boyardee Can & Microwave $ Hunts Pasta Sauce $ Manwich $ Rotel $ Rosarita Refried Beans 16 oz $ Hunts Tomatoes $ Banquet Bag Poultry $ Pam $ Ranch Style Beans $ Single Subject s Circular Ad

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45 ReadySetEat as a Traffic Driver ConAgra s ReadySetEat asset was utilized to target Kroger shoppers and also served as a home page for a Kroger Collection of recipes. Kroger collection of recipes on ReadySetEat Single Subject to Kroger shoppers in ReadySetEat Database

46 Digital Advertising Placement Ads served adjacent to recipe, circular, shopping list and home page content. Banners brought engaged grocery shoppers to the ConAgra Digital Coupon page, where they could add digital coupons to their loyalty card for in-store use, and get ConAgra recipes.

47 Sneak Peak!

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50 John Stichweh

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