Aunt Jemima Frozen BreakfastHow Social Video Brought An Underdog Brand To Life

> Limited awareness and recognition

> Small market share (regional product distribution – only stores east of the Mississippi)

> Limited budgets

Aunt Jemima Frozen Breakfastfaced some serious challenges.

> Could not compete with Eggo on their terms

> Budget did not exist for full-fledged traditional ad campaign

> The product lacked a unique selling proposition, and there was nothing to differentiate it

> Some major changes would have to be made

They came tosome difficult conclusions.

> Connect with the people that made the product every day at the plant

> Strip out all artificial ingredients

> Create a more wholesome, honest product to which people would naturally respond

A decision was madeto fundamentally change the product.

Once people SAW how the products were actually made – with real ingredients, by real people and flipped on a hot griddle just like the pancakes mom makes at home – they had a higher intent to purchase.

Consumers gave us a nugget of insightthat couldn’t be ignored.

It was an AH HA! Moment.

> The program we envisioned would have:

Our approach wasequally bold and unorthodox.

NOscript

NOactors

NOactors

NOcopywriter

NOart

director

NOcreative agency

> Shot on location at the Tennessee plant

> A competition to select the workers to become the face of the brand

> Jun Group was brought onboard to develop the content and the distribution strategy

“Live from the Line”would be a genuine, heartfelt message from the people who made Aunt Jemima Frozen Breakfast every day.

> Varying lengths from :30s-1:20

> All featuring the selected plant workers

> Shot with the “Obama Girl” director and crew

We worked with Weber Shandwick and the brandto create a series of original videos.

> Pre-roll

> Display

> Editorial placements

Optimediawas put in charge of the overall digital campaign.

> Deliver a large number of opt-in views

> Specifically target moms east of the Mississippi

> Generate sharing, Facebook visits, and other earned media

> Track everything in real time and optimize on the fly

Given the limited budget,the social component was at the heart of the program .

> Generate millions of opt-in views of long-form content

> Target moms (with an African-American skew)

> Place the videos in brand-safe, relevant environments

> Limit the scope to certain areas of the country

The challenges:

• 53% of Facebook users login specifically to play social games

• Over 290MM people regularly play social games (19% say they are “addicted”)

• 88% of mothers say they are most likely to use social media to engage with brands in categories of food and recipes

• 55% of people playing social games are women

• The “death of daytime television” is due in large part to social gaming on social media sites such as Facebook, with middle aged women being the primary user

The solution:> Placements in the leading social games, such as Mall World, It Girl and

Happy Aquarium

The social exchange model.

• Americans are expected to spend over$2.1 billion this year on virtual goods

• Spending on virtual goodshas increased 245% since 2007

• Total global spending on virtual goods is estimated to be more than $7.3 billion

Reaching consumers on their terms

Providing the tools for earned media

We also distributedthe Aunt Jemima videos on mobile devices.

Videos playfull screen

“Brand in the hand”at key moments

Interactive playerpromotes social activity

The campaignwas a resounding success.

10.4MMvideo views

238,000Facebook likes

100%positive/neutral

earned messaging

138MMmedia impressions

> 99% of users completed the video

> 77% of the audience was female

> 83% of total users were 25+

Some additional insightsabout the social portion of the program.

Thank you!Brandi Unchester Mitchell Reichgut

Brandi.unchester@pinnaclefoods.com mitchell@jungroup.com