SHOPPER

N AT I O N A L D I S P L AY S

KRAFT CONNECTS COMMUNITY COMPASSION [ WITH TAILGATING PASSION ]

HUDDLE TO FIGHT HUNGER INITIATIVE [ NATIONAL LOCAL, RETAILER CAUSE ACTIVATION ]

CONTEXT Kraft felt compelled to bring relief and hope to the 49 million Americans who struggle with hunger, which is now devastating hard working adults, children and seniors, in the recession, in all walks of life, and in large and small communities. Kraft wanted a signi cant initiative to serve their mission, thats activated at the national level but with a local focus - to engage retailers and community involvement, and built around Krafts 25 year partnership with Feeding America , the leading domestic charity raising meals for 370 local food banks. STRATEGY Tap into local college football team spirit and Americas tailgating passion and connect it with community compassion to raise meals for FA local food banks ( based upon purchases, with a mobile text-to-donate opportunity for HTFH COLLEGE BOWL shoppers; Develop partnerships with retailers and provide a comprehensive package of customized creative and tactics, including a partner tailgating sampling event with $30 savings, to drive new product trial and retailer participation.

R E TA I L E R C U S TO M D I S P L AY S

R E TA I L E R C U S TO M D I G I TA L

I N - S TO R E TA I LG A I T I N G S A M P L I N G

HTFH COLLEGE BOWL

sav rites $30 in ng favo tailgati ings on v rites $30 in sa ng favo tailgati

ings on

NYC KICK- OFF E VENT

R E TA I L E R C U S TO M CIRCULARS N AT I O N A L C I R C U L A R T E M P L AT E
TA I LG A I T I N G S A M P L I N G H I G H - VA LU E S AV I N G S

.[ OUTCOME ] 60+ retailers joined KRAFT HTFH, raising 21M meals, beating the goal, and setting the stage for an even more ambitious e ort in Season 2 (25M meals). Won two Pro Awards, Best Multi-Disci plined Campaign and Best Cause Promotion. (See animated presentation following portfolio for play by play coverage.

CROSS PLATFORMS: ( NATIONAL ) TV, YOUTUBE PAGE/VIDEOS, SOCIAL MEDIA, DISPLAYS, TAILGATING RECIPE/COUPONS TAKE-ONE NYC LAUNCH EVENT, COLLEGE BOWL GAME ENTITLEMENT SPONSORSHIP. ( CUSTOMIZED RETAILER PARTNER ELEMENTS ) RADIO, DISPLAYS, POS, PROMOTIONS/OFFERS, LOCAL COLLEGE TEAM/FOOD BANK SPONSORSHIPS, TEXT-TO-DONATE, WEBSITE BANNERS, MICROSITES, CIRCULAR ADS, TAILGATING SAMPLING EVENT WITH HIGH-VALUE SAVINGS

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CONAGRA REMOVES WEEKNIGHT [ PLANNING, SHOPPING, PREPARING TENSION ]

5 Days of PANTRY POWER Dinners

Cinco Das de Poder Despensa Cenas

NEW GO TOS MULTI-BRAND MEAL SOLUTIONS [ WALMART POWER PANTRY CUSTOMIZED PROGRAM ]
CONTEXT Following a successful Kroger test, multi-brand, account speci c shopper solutions are now a key corporate initiative to drive incremental feature/display activity year over year, and increase household penetration and purchase frequency for participating brands (Chef Boardee, Hunts, Pam, LaChoy, Wolf Brand Chili, Rosarita and Rotel). Conagra also funds a recipe website, ReadySetEat.com.

R E TA I L E R D I G I TA L A S S E T S

PALLET DISPLAY

END CAP

SHELF WING

BRIGHT IDEAS

QUARTER PANEL

STRATEGY Most meals are planned the same day, but shopping takes place days prior, often leaving Moms unprepared at home (Ive run out of my go tos and ideas) or stressed out in a hurried, last-minute trip to the store for that nights solution. Conagra can help Moms be more meal-ready and diminish their tension, by: (1) Making her planning, shopping and preparing more e ective. (2) Tapping into the out of my go tos/ideas insight. (3) Providing multiple fast, easy and tasty weeknight meal ideas, and a printable pantry-stocking shopping list/recipes from ReadySetEat.com. (4) Supporting her (and retailers) with an in-store destination that includes participating and store brands, need-state recipe take-ones, valuable savings, and text for solutions.

SEASONAL HEADER CARDS

ALL YOU AD

MICROSITE

NEWSLETTER

WALMART A. Focus on driving tra c, delivering value, and shoring up leaking value shoppers to Dollar, and higher income shoppers to Target/Club. B. Utilize Smart TV, Bright Ideas demos, TABs, All You and seasonal windows. C. Leverage Walmart existing Pantry Power thematic. CROSS PLATFORMS: ( RETAILER MEDIA ) SMART TV, WEBSITE BANNERS, MICROSITE, ALL YOU AD, FACEBOOK PAGE, NEWSLETTER ( IN-STORE ) DISPLAYS FEATURING CONAGRA AND STORE BRAND PRODUCTS TO COMPLETE MEAL INGREDIENTS,RECIPE TAKE-ONE, TEXT FOR RECIPE, SAMPLING

[ OUTCOME ]

Won the business in a multiple agency pitch, which has led to additional Conagra assignments on other initiatives.

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CONAGRA REMOVES WEEKNIGHT [ PLANNING, SHOPPING, PREPARING TENSION ]

Delicious ingredients and recipes for multiple weeknight dinners

just for you

NEW GO TOs MULTI-BRAND MEAL SOLUTIONS [ KROGER JUST FOR YOU CUSTOMIZED PROGRAM ]
KROGER
A. Drive market share B. Focus on winning more trips and SOR of loyal shoppers. C. Di erentiation based on customer service, product breadth, pleasant/convenient experience, savings. D. Data driven segmentation via Dunnhumby F. Utilize targeted direct mail/email, and tap into National programs, e.g., NASCAR. G. Reinforce Delicious ingredients.

DUNNHUMBY MAILER SPREAD

FACEBOOK PAGE

PRICE FEATURE PLUS

CIRCULAR INGREDIENT FEATURE

WEBSITE WITH BANNER ADS

TARGETED EMAIL

CATALINA WITH RECIPE

CROSS PLATFORMS: ( RETAILER MEDIA ) DIRECT MAIL, FACEBOOK PAGE, TARGETED EMAIL, WEBSITE BANNERS, MICROSITE, FACEBOOK PAGE, NEWSLETTER ( IN-STORE ) DISPLAY FEATURING CONAGRA AND STORE BRAND PRODUCTS TO COMPLETE MEAL INGREDIENTS, RECIPE TAKE-ONES, TEXT FOR RECIPE, SAMPLING, CIRCULAR FEATURES

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INTEL ULTRABOOK RETAILER DIGITAL ASSETS [ BANNER ADS ]

INTEL ULTRABOOK FLIP, TOUCH, SEE, PLAY, DO, CONNECT GLOBAL SHOPPER CAMPAIGN OVERVIEW [ RETAILER DIGITAL & IN-STORE PATH-TO-PURCHASE ASSETS ]
CONTEXT ARC Worldwide won the business in Jan 2013 and charged with delivering Over 100 Phase 1 global assets for uploading to the Retailer Portal in late March. Complicating an already challenging task, agency was asked to Develop a new campaign idea to replace the business-winning concept Intel Ultrabook is not a consumer product, per se, but a thinner, lighter and faster mobile device form made possible by a new generation of Intel core processors. The form and name is licensed to OEMS, as a vehicle to compete in the growing tablet category, where laptops/desktop sales were plunging, and to drive Intel processor sales. Intel provides retailers with digital and in-store shopper assets, and promotes the form across multiple platforms to generate awareness, create consideration and drive Pr-Shoppers to retailer partner websites/stores, where they can shop featured OEM branded Ultrabooks. STRATEGY Leverage Out With The Old, In With The Ultrabook advertising creative. Develop an energetic shopper campaign using simple, single CTA verbs that speak to key bene ts/features/competitive di erentiation - coupled with simple, playful, eye-popping visuals.

CROSS PLATFORMS: ( NATIONAL ) TV, PRINT. (RETAILER DIGITAL ASSETS ) BANNER ADS INTERACTIVE PROMO PAGES, INTERACTIVE PRODUCT MODULE, INTERACTIVE SHOPPER RECOMMENDATION TOOL ( RETAILER IN-STORE ASSETS ) ZONE 2 AND ZONE 3 SIGNAGE, BROCHURES, SALES COLLATERAL, ETC

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INTER ULTRABOOK RETAILER DIGITAL ASSETS [ INTERACTIVE PROMO PAGES ]

sweisshb4@gmail.com / 312.909,5348 / Chicago, IL

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SHOPPER

INTEL ULTRABOOK RETAILER DIGITAL ASSETS [ INTERACTIVE PRODUCT MODULE ]

sweisshb4@gmail.com / 312.909,5348 / Chicago, IL

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SHOPPER

INTEL ULTRABOOK RETAILER DIGITAL ASSETS [ INTERACTIVE RECOMMENDATION TOOL ]

sweisshb4@gmail.com / 312.909,5348 / Chicago, IL

STEVENWEISS HYBRIDCREATIVE

SHOPPER

INTEL ULTRABOOK RETAILER IN-STORE ASSETS [ ZONE 2 ELEMENTS ]

HANGING BANNERS

DISPLAY RISER CARD POSTER

DISPLAY RISER CARD/POSTER

DISPLAY RISER CARD POSTER

DISPLAY RISER INSERT

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COUNTER WEDGE

INTEL ULTRABOOK RETAILER IN-STORE ASSETS [ ZONE 3 ELEMENTS ]

MONITOR CLINGS

TABLE TENT

BROCHURE

STOP SHOP & ACCESS WEBSITE SITE TOPPER

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LETTING SARA LEE PORTFOLIO BRANDS [ HAVE THEIR CAKE AND EAT IT TOO ]

Strategic Focus: Portfolio brands enable people to fully enjoy the delicious and satisfying taste of the classic and comforting foods we love, in a manner that ts the way we eat and live today.

SARA LEE PORTFOLIO SHOPPER PLATFORM [ SIMPLY DELICIOUS FOOD THAT SATISFIES - FOR THE WAY WE EAT AND LIVE TODAY ]
CONTEXT Sara Lee recently purchased Ball Park Franks, Jimmy Dean frozen breakfast products and Hillshire Farm lunch meats. While the brands recognized the positive budget, retailer and consumer bene ts and impact of a co-marketing shopper strategy, each product had new branding and advertising, and wanted all e orts to help establish the new campaigns; consequently, they needed to be convinced their brand identities wouldnt be lost in a joint e ort. STRATEGY Develop a Platform based upon research that illustrates the brands shared equities: real, authentic, familiar, simple, satisfying, and that the equities align with a broader simple, uncomplicated and com- forting mega trend, fueled by the realities of a stress- lled busy life and economic uncertainties. Executionally demonstrate how each brands new identity can be reinforced (see anti-Rockwell Holiday Parade Magazine ad on following page).

Insight: Today, peoples lives are hectic, stressful and often lled with economic uncertainty; consequently, theyre seeking products that are simple, uncomplicated and homey (they could care less about the picture-perfect, over-the-top and time-consuming pretentiousness of the Martha-Steward 90). Nowadays, everyday people are more interested in whats real (authentic/genuine), and what easily ts into their busy lifestyle. And when it comes to food, they hunger for whats familiar (often linked to childhood associations), whats simple (easy & quick) and whats satisfyingly delicious (providing a rewarding distraction from the daily grind, feeding both the stomach and sense of well-being). Portfolio brands have the authentic, familiar, simple and satisfyingly delicious equity to legitimately ful ll desire for real food.

Platform: Sara Lee, Ball Park Franks, Jimmy Dean and Hillshire Farm have the kind of food people are longing for. Nothing fancy. Nothing complicated. Yet nothing sacri ced. Just real good food thats real easy for the casual way busy people live and eat today. Like a traditional Jimmy Dean weekend breakfast thats so simple you can make it during the week. Or meaty, juicy Ball Park Franks for when your teens hockey team shows up unexpectedly. Or making mini-moments more rewarding with a slice of Sara Lee pie thats warm and ready in ve. Whatever you want for breakfast, lunch, snacks or dinner... Portfolio Brands feed your hunger for simply delicious food that satis es.

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FRONT

HAPPIER HOLIDAYS [ WITH SIMPLY DELICIOUS FOOD THAT SATISFIES ]

SARA LEE PORTFOLIO SOLUTIONS [ SIMPLE YET SPECIAL IDEAS FOR ALL THE OTHER HOLIDAY MEALS ]
CONTEXT This is the rst creative execution/program to fully bring the Platform to life, bring Portfolio Brands into the age of shopper marketing, and convinced Portfolio they can have their Sara Lee Pound Cake and eat it too (and set the table for a new kind of shopper campaign idea... coming soon). STRATEGY Free everyone from added holiday stress, and unrealistic Rockwellien expectations that have held us all hostage for far too many Christmases, by contrasting his hyper-romantic, never-existed reality, to the new, simple, casual and fun holiday reality of our modern Portfolio Family. Take ownership of all the other holiday meals, in between the big feasts. CREATIVE Create a 3D-like scene of our Portfolio Family thats fun/joyous, a bit quirky, engaging and entertaining - illustrating how Portfolio ts into the way we eat and live today, with copy blurbs to strategically place the food in a real-life holiday context. Integrate each products branding into the creative.

C
COVER
the joy of a holiday breakfast

COVER

BACK

COVER

Recipe Website, Retailer Customized Header Recipe/Savings Take-One

for all the other holiday meals. CUSTOMIZABLE RETAILER RECIPE/ CUSTOMIZABLE DISPLAY RECIPE WEBSITE COUPON BOOKLET $10.00

6 Simple Yet Special recipes

in savings CUSTOMIZABLE HEADER & inside

RECIPE WEBSITE. RETAILER

RECIPE/COUPON BOOKLET

[ OUTCOME ]

Brands more than doubled their planned holiday spending.

CROSS PLATFORMS: ( NATIONAL ) PARADE MAGAZINE PRINT AD, DISPLAY, CROSS-MERCHANDISING POS, RECIPE/COUPON TAKE-ONE, RECIPE WEBSITE ( RETAILER CUSTOMIZED ELEMENTS ) RETAILER MEDIA, MERCHANDISING DESTINATION ANCHOR DISPLAY WITH SARA LEE BREADS, BUNS, BAGELS AND RECIPE/SAVINGS TAKE-ONE + RETAILER PRODUCTS TO COMPLETE INGREDIENT LIST + BALL PARK AND HILLSHIRE FARM PORTABLE COOLER , CROSS-MERCHANDISING POS, SAMPLING , CIRCULAR FEATURES
R

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MEALTIMES MORE FUN [ WITH SIMPLY DELICIOUS FOOD THAT SATISFIES ]

SARA LEE PORTFOLIO SOLUTIONS [ CROSS-PLATFORM CROSS ACCOUNT, ON-GOING UMBRELLA CAMPAIGN ]
CONTEXT Sara Lee, Ball Park, Jimmy Dean and Hillshire Farm brand managers and CMO felt the anti-Rockwell holiday execution strategically and creatively brought the iconic brands into modern life - not just from a shopper perspective but from an overall, higher-level corporate branding perspective, and the agency felt the situation/timing was perfect to take Portfolio (and shopper marketing) to an entirely new level). STRATEGY Develop an on-going, cross-platform, cross-account Portfolio umbrella branding shopper campaign for the way we eat and live today, with a largeness and uniqueness that will generate consumer, shopper, corporate and sales-force excitement, and get retailers to view Portfolio as a major tier-one player. CONCEPT Partner with CBS/The New Adventures of Old Christine to create ITKWJ web cooking show - a series of 3-5 minute, seasonally themed sitcom webisodes, featuring Julia in her much loved character persona, with webisodes taped in front of her live audience, in the kitchen of her TV show. (Potentially, the program costs could be o set via selling sponsorships/ad time to target/thematic relevant marketers.

GET COUPONS

WEBSITE

Yup, theres a new Julia in the kitchen. While Julia Child was the Culinary Queen for a previous generation, Julia Louis-Dreyfus (in spite of a few minor culinary accidents) is The Culinary Diva for the way we eat and live today, thanks to a little help (OK, more than a little) from the kitchens of Sara Lee, Ball Park SAMPLING EASEL CARD Franks, Hillshire Farm and Jimmy Dean.

So come on InTheKtchenWithJulia.com/CBS cause theres aways a new recipe to try thats simply delicious and satisfying - all served up with a big helping of Julia hilarity.

CROSS-PLATFORMS: ( NATIONAL ) ITKWJ WEBSITE FEATURING: WEBISODE SERIES, SIMPLY DELICIOUS RECIPES THAT SATISFY LIBRARY, DOWNLOADABLE SHOPPING LIST/COUPONS/RECIPES, JULIA BLOG, ONLINE STORE FEATURING ITHKWJ PREMIUMS AND E-COMMERCE FOOD PARTNERS + BROADCAST PREMIER OF FIRST WEBiSODE INTERSPERSED IN FALL PREMIER OF HER SHOW AND SWEEPS TO THE SHOW TAPPING , LAUNCH MAGAZINE ADVERTORIAL, BANNER ADS ON FOODIE SITES, PARTNERSHIPS WITH MOM BLOGS ( RETAILER ) KEY ACCOUNT CUSTOMIZED ITKWJ DESTINATION KIOSK FEATURING PORTFOLIO, PARTNERS AND STORE BRANDS TO COMPLETE MEALS, RECIPES/OFFERS/SAVINGS TAKE-ONES, CROSS-MERCHANDISING POS, RETAILER MEDIA IF I CAN DO IT YOU CAN DO IT COOKING DEMOS WITH JULIA AT SELECT ACCOUNTS/STORES

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SIMPLY DELICIOUS WEEKDAY MORNINGS THAT SATISFY [ IN LESS TIME THAN TAKEOUT ]
SARA LEE PORTFOLIO SOLUTION [WALMART ORGANIC JUICES & FRUITS, JIMMY DEAN AND SARA LEE DEMO PROGRAM ]
CONTEXT Moms in traditional hot-breakfast loving families turn o the stove and turn to microwaving, cold alternatives and fast food breakfasts during the week, because shes much to time-starved to x a hot breakfast. STRATEGY Demonstrate how easy it is to serve her family a variety of satisfying hot breakfasts during the week, with simple solutions - featuring Jimmy Dean Skillets, Breakfast Bowls, D-Lights and Sara Lee Breakfast Breads and Bagels.

Get Coupons

Get Coupons / Recipes

WALMART ALL YOU AD

WEBSITE BANNER/MICROSITE W/ COUPONS/RECIPES/SHORT-CUT TIPS

BRIGHT IDEAS EASEL CARD

[ OUTCOME ]

30% coupon redemption and sustained lift.

16-PAGE RECIPE/SAVINGS BOOKLET DISPLAY HEADER

CROSS-PLATFORMS: ( WALMART MEDIA NETWORK ) ALL YOU AD WITH COUPON, WEBSITE BANNER, MICROSITE WITH COUPONS/RECIPES/SHORT-CUT TIPS ( IN-STORE) SUNSHINE DEMO, RECIPE BOOKLET, SARA LEE PALLET BREAKFAST BREADS AND BAGELS DISPLAY NEAR SAMPLING AREA, JIMMY DEAN PORTABLE COOLER + FREEZER CLINGS, POS IN ORGANIC JUICE/FRESH FRUIT SECTION

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SIMPLY DELICIOUS FOOD THAT SATISFIES [ DONE TO A SPICIER BEAT ]

SARA LEE PORTFOLIO SOLUTIONS [ PUBLIX MULTICULTURAL JULY 4 CELEBRATION ]
CONTEXT Publix wanted to increase penetration among the growing Hispanic market in Georgia, which aligned with Portfolio strategy. Hispanic buying power in the state had increased by 1040 percent since 1990 outstripping the 194 percent growth for the overall market by more than ve times. Hispanics are projected to outpace the growth of all other ethnic groups in the state. STRATEGY Engage the Hispanic target during the quintessential American Independence holiday, with an expression that transcends the holiday by tapping into a more universal appreciation of freedom; celebrate the avor assimilation of Hispanic food (appealing to non-Hispanic customers as well), while re ecting the uniqueness of the Hispanic culture, through language and visual style. Participating products: Sara Lee Hot Dog Buns, Ball Park Franks, Hillshire Farm and Jimmy Dean . [ OUTCOME ] The program was very successful (35% coupon redemption and sustained lift) so client decided to take program national the following year with other Hispanic focused retailers.

10-PAGE RECIPE/COUPON/SWEEPS ENTRY TAKE-ONE BOOKLET DEMO SIGNAGE TEMPLATE

SALSA SAMPL
DELI SALSA

ING BAR

SWEEPS ENTRY

SARA LEE BUNS DISPLAY

COUPONS FOR FREE DELI SALSA, FREE SARA LEE BUNS + SAVINGS ON MILLER BEER, JIMMY DEAN SKILLETS, SARA LEE POUND CAKE

GEORGIA STORES SALSA SAMPLING BAR IN DELI SECTION FEATURES BALL PARK FRANKS NEUVE SALSA GRILLER'S SAMPLES WITH CHOICE OF DELI SALSAS; SARA LEE FREE BUNS DISPLAY WITH RECIPE/SAVINGS/SWEEPS TAKE-ONE MILLER BEER DISPLAY AND BALL PARK/ HILLSHIRE FARM PORTABLE COOLER NEAR DELI SAMPLING STATION; JIMMY DEAN FREEZER AND MILLER BEER REFRIGERATED CLINGS; SARA LEE, BALL PARK , HILLSHIRE FARM SHELF TALKERS; WEEKLY AD FEATURING NON-BRANDED SALSA HOT DOG RECIPE AND PARTICIPATING PRODUCT FEATURES

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