BRAND AMBASSADOR BRIEFING DOCUMENT

Client: Woolworths

Campaign name: WW Ice Cream Sampling Sep 2015

Job number: 66221

Timing: w/c Wednesday 16/09/2015 – 23/09/2015 (2 weeks) Saturday only shifts

Retailer: Woolworths

Briefing type: Simple Online

State / National: National

Video Link/ Questions: QUESTIONS AVAILABLE FROM WED 9/09/2015 AND MUST BE COMPLETED BY MON 14/09/2015

CAMPAIGN OVERVIEW

Introduction: Demoplus is conducting in store demonstrations to support the NEW Woolworths range of Ice creams. This sampling campaign is proposed to engage consumers with the NEW WW Ice Cream products, to increase product awareness amongst consumers and highlight the great exciting range of flavours.

Objectives: • To increase product awareness of NEW range of Woolworths Ice Creams (500ml tubs) • To encourage customers to experience the quality of Woolworths Ice Cream for themselves • Highlight the great range of flavours and the price • To encourage purchase of the products

Target Market: Main grocery buyer - While in store please target everyone Note: Children who approach the Brand Ambassador without their parents (or guardians) should not be given any food to be sampled. A sample must be handed to the parent who then hands it to the child. This is to ensure the health and safety of the child, in case they may have a reaction to the food.

Product WW Ref code Method

Woolworths Ice Cream Nuts About You 500ml 841832 Sampling

Woolworths Ice Cream Aussie Cara-Mite 500ml 841833 Sampling

Woolworths Ice Cream Apple Tumble 500ml 841835 Alternative product

Woolworths Ice Cream Popcorn Date Night 500ml 841834 Alternative product

PRODUCT INFORMATION

PRODUCT INFORMATION:

FOCUS PRODUCT: (Sampling) Woolworths Ice Cream Nuts About You 500ml Caramel chocolate ice cream with roasted peanuts swirled with a salted caramel ripple FOCUS PRODUCT:(Sampling) Woolworths Ice Cream Aussie Cara-Mite 500ml A twisted combination of creamy caramel ice cream and a secret hint of Aussie flavour! OTHER PRODUCTS IN THE RANGE: (Alternative products) Woolworths Ice Cream Apple Tumble 500ml Apple Tumble – Apple flavoured ice cream with a sweet apple ripple and biscuit crumble Woolworths Ice Cream Popcorn Date Night 500ml Popcorn Date Night – Caramel flavoured ice cream caramel ripple, a hint of pepper and chocolate coated popcorn.

KEY FEATURES & BENEFITS AND KEY SELLING MESSAGE

Key Selling Message: Hand a sample to the consumer. Continue to discuss key features & benefits. Encourage the shoppers to purchase multiple packs

“Hello, Woolworths has a fantastic NEW range of ice creams. Today I am sampling Woolworths “Nuts About You” (chocolate ice cream with roasted peanuts swirled with a salted caramel ripple) and “Aussie Cara-mite” (A twisted combination of creamy caramel ice cream and a secret hint of Aussie flavour) . Which one would you like to try first? Please tell me what you think”

There are 2 other flavours in this range. “Apple Tumble ice cream” and “ Popcorn Date Night ice cream”. why not take home a few flavours today?

Make sure you advise consumers of the: Nuts in the product

Location in the freezer Special Promotional Price - if any

The full range to encourage multiple purchase

SET UP & EQUIPMENT CHECKLIST

Store contact: Freezer manager

Set up location: High traffic area, close to Ice Cream freezer

Points to remember:

• Attach the branded table POS to your demo table • You will require ice for this campaign. When you make your confirmation call,

please check you can obtain ice in store for your shift. If not, you will need to purchase ice on the way and claim this as an expense item.

• Be sure to check the shelf price of each product for price promotion on the day. • As this activity is promoting frozen products, you cannot have selling stock on

your table so it is important to set up as close to the product as possible. If you can’t get close to the Frozen Ice Cream section, negotiate with the

Freezer Manager to move some selling stock to the freezer you are closest to so consumers can purchase easily.

Ensure you advise consumers where WW Ice Creams are normally kept in the store so they can find it on their next visit and also the price.

• At the table, you will be demonstrating 2 ice cream flavour to consumers. • You will need to obtain your sample stock via IBT (No Cash Involved) • You will need to display your “Allergen Card” on your table • NO stock count required for this campaign. Please do a customer count and

supply feedback. • You are required to wear gloves, hairnet and hat throughout the shift. • Ensure you are changing gloves, regularly during your shift, in line with HACCP. • Prepare samples in line with store traffic. • Clean and sanitise your table before and after your shift. • Work from the side of your table – not behind.

POS Material

SET UP & EQUIPMENT CHECKLIST

Equipment checklist:

Demonstration Table with poles and flag Woolworths Ice cream POS (flag and front)

Disposables – Souffle dishes Disposables – Spoons

Ice 6 inch plate to hold dishes 1 x Plastic cup to hold plastic spoons (Supplied) DP large bowl to keep Ice cream on ice Plastic container (for ice) 2 x metal teaspoons to scoop the ice cream 2 x Plastic cups to hold the metal teaspoons (Supplied)

Marker (for labelling plastic bag “Demo Stock”) Plastic Bags to put ice cream tubs back into freezer, clearly labelled

“Demo Stock”

Briefing Document MSDS for Pine-O-Cleen Work Method Statement Paper towels Pine-O-Cleen Antibacterial Cleaner Rubbish bin with lid and liner Food grade clear non-latex gloves Report Form

Allergen Card Woolworths Contractor safety card

FOOD SAFETY REGULATIONS You are to display your Allergy Card on the demo unit at all times. Food Safety Standards require Manufacturers of food products to list all product ingredients, in full, on the product label. When questioned re ingredients of products be sure to refer the consumer to the ingredient listing on the product label. If the consumer remains unsatisfied, suggest they either write to or telephone the Manufacturer direct; using the contact details on pack, eg, Customer Help Line 1800 number.

PROCEDURE

Set up: 1. After obtaining your sample stock via IBT (4 x Nuts about you & 4 x Aussie Cara-Mite), you are to place 3

of each of the 500ml tubs into a plastic shopping bag and label it “Demo stock.” Place that demo stock (in labelled bag) in the store freezer underneath selling stock.

2. Have your plastic container filled with ice from the Deli and position it on your table top. Place 1 tub of each of the focus products into the container surrounded by ice.

3. Place each of the 2 metal teaspoons, in a vertical position, in each of the 2 plastic cups. 4. At your demo table, you should have all 2 flavours on offer for consumers to sample at all times. You

should get 30-40 samples per tub. Serve: 1. Ask the consumer which flavour they would like to try first. 2. Encourage consumers to sample more than one variant. You can put different flavours in the same dish. 3. On demand, use a metal spoon to scoop a spoonful of ice cream into a sampling dish. Hand to consumer

with a spoon (Only serve product on demand so that the ice cream stays chilled in the plastic container as long as possible and does not melt.)

4. You will need to rotate the tubs every 15 minutes from the freezer 5. After 15 minutes swap it with one of the tubs you have in the labelled plastic bag in the freezer to ensure

the product stays frozen. 6. When serving your samples, start from the edge of the tub of ice cream (not the middle) and work your

way around the edges working towards the middle. 7. Only dig 2cm deep, that way the product at the bottom stays firmer longer and keep the lid on the ice

cream when not serving samples. 8. Once you have finished 1 tub of ice cream, wipe the outside of the tub with paper towel to use as a

dummy pack to display on your table. (Rear shelf) 9. Make sure you do not confuse which spoon to use with which ice cream. 10. DO NOT SERVE MELTED SAMPLES. If a sample melts, please discard and replace. 11. REMEMBER to advise consumers of NUTS in the product.

SAMPLE STOCK & UNIFORM

Uniform Sample stock: Obtain via IBT under code 8002 – Provided by Woolworths – No cash involved

Quantity required per 4 hour shift:

4 x WW Nuts About You Ice Cream 500ml 4 x WW Aussie Cara-Mite Ice Cream 500ml

Estimated cost per shift:

$0-2 (Call office for instructions if issues with IBT – DO NOT PURCHASE SAMPLE STOCK)

Out of Stock Continue with other flavours in this range (Apple Tumble and Popcorn Date Night) and mention in your comments.

Other requirements:

Ice - Purchase if not donated You may also need to purchase additional items such as paper towel, antibacterial cleaner etc.. Purchase these on an ‘as needs’ basis only. Attach any receipts (from purchasing any additional items needed) to your Campaign Summary sheet. Have each shift signed by the Department Manager and post to your State office. NO CREDIT NOTES ALLOWED

Silver name badge demoplus apron

demoplus cap Own plain black shirt

Own plain black pants/ skirt Own closed in black shoes

Hairnet (compulsory) Hi Vis Vest (car park)

“As you will be standing near freezer isle, please remember to wear warm clothing under your apron (can wear plain black skivvy or jumper UNDER apron) -Not a

jacket over please”

REPORTING AND TARGETS

Instructions: Prior to your shift: Print off the report form from the online system prior to your shift. Use this report form to record the information you need from the shift. After your shift: Make sure you complete every section of the reporting online. • Log on to the reporting site – www.demoplus.com.au/ • Click on LOG IN , then click on FIELD LOG IN • Enter your username and password and click on STAFF • Go to verify shifts and complete the report for each shift you complete for this job. • Hold on to your hard copy report forms but do not send them into the office. We will advise you at a

future point if the hard copies are required or can be discarded. • You will fill in your Brand Ambassador’s Campaign Summary form attached to this Briefing Document,

get the form signed by the Department Manager after every shift, and attach your receipts and send these into your State office at the end of the campaign.

Disposables: There are disposable dishes and spoons which are “disposables” for this campaign Keep count of the number of disposables you use eg, 1 dish and 1 spoon= 1 disposable

Customer counts: You should be speaking to approximately 25-30 customers per hour

Comments: Customer reaction to these products is very important to our Client. Remember you are giving general feedback, both positive and negative (please quantify), from the majority of customers, not an isolated comment from one or two.

Sales count: There is NO need to count the focus products, for your online report, for this campaign. In custom questions you will also be asked to provide information on how many tubs of each product you used for sampling.

CUSTOM QUESTIONS

Out of Stocks: As part of your reporting online you will be required to indicate (by ticking) for each variant: • Out of stock on Entry • Out of stock on Exit – if during the shift, type in the time stock sold out You are still required to call in if you don't have sufficient stock to start your demonstration. The objective of this report is to advise us online if there are specific variants that aren't in stock and to highlight the sell outs. Custom Questions Q1: Overall how many consumers were aware of the Woolworths New range of Ice Creams prior to sampling?

1. Most 2. Some 3. None Q2: What was consumer response to the taste? 1. Tastes great 2. Didn’t like the taste - (please write in your comments what they didn’t like about the taste of each variant) Q3: On average, approx. how many flavours would each consumer ask to try? 1. 1 2. 2

Q4: Which variant was the most popular sampled? 1. Nuts about you 2. Aussie Cara-Mite 3. Popcorn date and night 4. Apple tumble

Q5: What did consumers like most about the range? 1. Great taste 2. Quality ingredients 3. Great value 4. Range of flavours

5. Other – Please specify in your comments

CUSTOM QUESTIONS

Custom Questions:

Q6: Was there anything consumers did not like about the product? 1. Yes- Please outline what they did not like in your comments 2. No Q7: Which other flavours would they like to see in this range? Please specify flavours in your comments Q8: What was the consumer’s response to the packaging? 1. Looks great 2. Nice and different 3. Didn’t like 4. No comment

Q9: Overall did consumers perceive Woolworths NEW range of Ice cream to be good value for money? 1. Yes 2. No

Q10: Where there any competitor products on price promo? 1. Yes 2. No

Q11: Was the focus product on price promo? 1. Yes 2. No

Q12: What was the main reason consumers didn't purchase the product on your shift? 1. Price 2. Already had similar products at home and will buy next shop 3. Didnt like it enough

Q13: Have you taken a photo of yourself and your demo table during your shift? 1. Yes 2. No

CAMPAIGN SUMMARY

12

Date Store Name (only ONE per line). Eg. WW Richmond

Expenses Shift Time

Department Manager’s Name (Print)

Department Manager’s Signature

$

$

$

$

$

$

TOTAL = $ STAPLE RECEIPTS TO THE BACK OF THIS FORM AND SEND IT TO YOUR STATE OFFICE BY FRIDAY 02/10/2015

Campaign name: WW Ice Cream Sampling Sep 2015

Job number: 66221

Timing: w/c Wednesday 16/09/2015 – 23/09/2015 (2 weeks) Saturday Only

Your full name:

Employee no.: State:

Date:

Equipment to return: