Holiday Digital Learning Plans & Banner Needs

September 6, 2013

ThanksgivingTraditions are the must-haves at Thanksgiving,

but I want to deliver my own take on it.Insight

Pillsbury’s Role

Pillsbury always helps you bring your"little wow" to tradition.

Little Wows….From

Sliced BreadTo Freshly

Baked CrescentsFrom Plain

Pumpkin PieTo Easy Cut-Out Leaves on Top

From the Same Old Appetizer

To Something New & Tasty

Reasons to Believe Doability, Guaranteed Results, Ideas to Inspire

Christmas

I love finding ways to wrap all that Holiday togetherness in a little more joy.

Insight

Pillsbury’s Role

Pillsbury helps you boost the joy at all of your holiday celebrations.

Reasons to Believe Doability, Guaranteed Results, Ideas to Inspire

A Little More Joy….

Turning easy Shapes Cookies into festive sandwich cookies

Planning a little activity for the kids at the partyBringing Santa hats

for everyone to wear

Playing festive holiday music

6

Holiday Digital BannersTiming Flow

4 11 18 25 2 9 16 23 30

PieBO

SR Wknd Bfast

Make Thanksgiving PopHoliday Moments that Pop are Homemade Holiday SeasonTake a Holiday from the Holidays Other Campaigns/Messages

Hispanic (TBD)Test &Learn

Post Holiday 3

PF DefenseCrescents Side Bread

Sweet Roll "As Is"Biscuit Side Bread

NOVEMBER DECEMBER

PB BlossomsHoliday Star Cookies

Apple Pie Crescents

Snowman Shapes Reindeer cookies

Snowman shapes

Apple Pie

Cookies

Sweet Rolls

Crescents

Grands Sweet Roll "As Is" Grands Sweet Roll "As Is"

WDD Biscuits

Sweet Roll ShapeApple Pie SR (recipe)

Post Holiday 1Post Holiday 2

Meatball and Breadstick Skewer (BO)

Chocolate Filled Crescents

Side Bread: Do you have enough?

WDD During the Holidays - TBDWDD During the Holidays - TBD

Platefull Impressive Foods (TBD)

Sweet Roll "As Is"

Chocolate Filled Crescents

Mini C-DogCrescent Wrapped Brie

BCP

7

F14 Holiday Learning Needs & Featured Foods

Thanksgiving & Christmas BooksProduct Line Featured Foods/Ideas

Cookies Reindeer Cookies

PB Blossom

Holiday Star

Snowman Shape

Sweet Rolls Sweet Rolls “As Is”

Sweet Roll Apple Pie

Sweet Roll Christmas Tree

Pie Apple Pie

IMB/Bake Off Meatball Skewers

Crescents Bacon Cheddar Pinwheels

Mini C-Dog

Crescent-Wrapped Brie

Chocolate-Filled Crescents

Apple Pie Crescents

Side Bread

TBD Platefull Test

Hispanic Test

Learning Objectives

How well do our potential taglines work in digital? Which of our two taglines are the best fit/work hardest for us at the holidays? Does it matter whether the message is for “as is” product use or for a recipe? (+6)

Does “branding” a recipe as a Bake Off make it more engaging/motivating? (+2)

For Platefull, where content is more aspirational, should we be featuring more aspirational food ideas? (+2)

HISPANIC TARGET: Question TBD per 9/18 immersion (+TBD)

CRESCENTS: Does performance vary by type of food idea – sweet vs. savory? (+0)

CRESCENTS: Does communicating “30 minute appetizer” make the message more impactful? (+2)

CRESCENTS: For Crescents, is side bread an impactful Thanksgiving message, when side bread is the central role of the product? (+1)

SWEET ROLLS: What is the most compelling way to talk about Sweet Rolls at the Holidays – “as is,” recipe, or creative uses? (+2)

SWEET ROLLS: Should Sweet Rolls focus on an “everyday breakfast” or “holiday special” occasion during the holidays? (+1)

COOKIES: Should we invest in Shapes during the holidays, or keep all support behind CHUB? (+1)

COOKIES : Should banners feature recipe inspiration or co-making in their holiday digital banners? (+1)

PIE: Should we invest in digital banners for Pie during the holiday season? (+1)

8

Holiday Digital BannersThanksgiving & “All Season” F14

Theme Product Food Idea/Message Run Dates

Make Thanksgiving Pop – Holiday Special

Crescents Chocolate-Filled Crescents Thanksgiving 11/4 – 12/1

Crescents Apple Pie Crescents – 30 Minute Appetizer 11/4 – 12/1

Crescents Apple Pie Crescents 11/4 – 12/1

Crescents Customer-Tagged Banner TBD (Waylon) 11/4 – 12/1

Sweet Rolls “As Is” Thanksgiving 11/4 – 12/1

Sweet Rolls Cinnamon Roll Apple Pie 11/4 – 12/1

Pie Apple Pie 11/4 – 12/1

Do You Have Enough? Crescents Side Bread – “Do you have enough crescents?” 11/4 – 12/1

Make the Holidays Pop (Holiday Season)

Crescents Bacon Cheddar Pinwheels 11/4 – 12/29

Crescents Bacon Cheddar Pinwheels – Make the Holidays Pop 12/2 – 12/29

Crescents Bacon Cheddar Pinwheels – Pop. Make. Yum. 12/2 – 12/29

Sign of the Season Shapes Cookies Snowman Shape 11/4 – 11/17, 12/2 – 12/15

Crescents Apps:*Savory **Sweet *Platefull Test Banners not included

9

Holiday Digital BannersChristmas & Post-Holiday F14

Theme Product Food Idea/Message Run Dates

Christmas: Holiday Moments that Pop are

Homemade (Nope)

Crescents Mini C-Dog – 30 Minute Appetizer 12/1 – 12/29

Crescents Mini C-Dog 12/1 – 12/29

Crescents Crescent-Wrapped Brie 12/1 – 12/29

Crescents Chocolate-Filled Crescents Christmas 12/2 – 12/29

CHUB Cookies Reindeer Cookies Recipe 11/18 – 12/29

CHUB Cookies Reindeer Cookies Family 11/18 – 12/29

CHUB Cookies PB Blossom 11/18 – 12/29

CHUB Cookies PB Blossom – Make the Holidays Pop 11/18 – 12/29

CHUB Cookies PB Blossom – Pop. Make. Yum. 11/18 – 12/29

CHUB Cookies Holiday Star 11/18 – 12/29

Sweet Rolls “As Is” Christmas 12/2 – 12/29

Sweet Rolls “As Is” – Make the Holidays Pop 12/2 – 12/29

Sweet Rolls “As Is” – Pop. Make. Yum. 12/2 – 12/29

Sweet Rolls Cinn Roll Christmas Tree 12/2 – 12/29

Cookies/Crescents Platefull Test – 2 Food Ideas TBD 12/2 – 12/29

Holiday Moments that Pop are Homemade – Bake Off

Branded

IMB Meatball Skewers 12/2 – 12/29

IMB Meatball Skewers Bake Off 12/2 – 12/29

Holiday from the Holidays Post-Holiday TBD – 3 Food Ideas, One Theme 12/17 – 1/5

Appendix

Learning Plan Details

11

Holiday Digital Learning PlansPillsbury F14 – Questions & Variations Needed to Test

Learning Objective Banner Variations Needed

How well do our potential taglines work in digital? Which of our two taglines are the best fit/work hardest for us at the holidays? Does it matter whether the message is for “as is” product use or for a recipe?

• 2 banners for one food idea, 1 per tagline• 2 banners for one product msg, 1 per tagline• Include pop/non-pop items

Does “branding” a recipe as a Bake Off make it more engaging or motivating?

• 2 banners for one Bake Off food idea, one with and one without Bake Off branding

For Platefull, where content is more aspirational, should we be featuring more aspirational food ideas?

• 2 Aspirational Food Ideas• 2 Same-Product “Simple” Food Ideas

For Crescents apps, does performance vary by type of food idea – sweet versus savory?

• 2+ Sweet Food Ideas• 2+ Savory Food Ideas

Need at least 2 of each type to see whether any pattern emerges.

Does communicating “30 minute appetizer” make the message more impactful?

• 2 banners per food idea, with & without time communicationIdeally, execute on more than one food idea, as result may vary by recipe featured.

For Crescents, is side bread an impactful Thanksgiving message, when side bread is the central role of the product?

• 1 Side Bread Thanksgiving Banner• 1 Appetizer Banner

What is the most compelling way to talk about Sweet Rolls at the Holidays – “as is,” recipe, or creative uses?

• 1 “as is” Sweet Roll banner• 1 recipe banner• 1 creative use banner

Should Sweet Rolls focus on an “everyday breakfast” or “holiday special” occasion during the holidays?

• 1 “as is” Everyday Sweet Roll banner• 1 “as is” Holiday Event Sweet Roll banner

Should the cookies business invest in Shapes during the holidays, or keep all support behind CHUB?

• 1 CHUB recipe banner• 1 Shapes Cookies banner

Should cookies feature recipe inspiration or co-making in their holiday digital banners?

• 1 CHUB recipe banner featuring a great recipe• 1 CHUB recipe banner featuring a making family (same recipe)

Should we invest in digital banners for Pie during the holiday season? • 1 Pie banner

12

Holiday Digital Learning PlansPillsbury F14 – Food Ideas by Question

Learning Objective Banner Variations Needed Food Ideas

Taglines • 2 banners for 1 food idea, 1 per tagline• 2 banners for 1 product msg, 1 per tagline• Include pop/non-pop items

• Crescents BCP – each tagline• Reindeer Cookies – each tagline• Sweet Rolls “As Is” – each tagline

Bake Off • 2 banners for one Bake Off food idea, one with and one without Bake Off branding

• Meatball Skewers with & w/o BO

Platefull • 2 Aspirational Food Ideas• 2 Same-Product “Simple” Food Ideas

• TBD

Crescents Sweet vs. Savory Apps

• 2+ Sweet Appetizer Ideas

• 2+ Savory Appetizer Ideas

• Choc Crescents• Crescent Apple Pie Crescents• Crescents BC Pinwheels • Mini C-Dog• Crescent-Wrapped Brie

Crescents 30 Minute Appetizer

• 2 banners per food idea, with & without time communication • Mini C-Dog with & w/o claim• Crescent Pie Crescents with & w/o

Crescents Side Bread • 1 side bread banner• 1 food idea banner

• “As Is” with Last Roll “Enough” Message• Mini C-Dog, et al

Sweet Roll Featured Food

• 1 “as is” Sweet Roll banner• 1 recipe banner• 1 creative use banner

• Sweet Rolls “As Is”• Sweet Roll Apple Pie• Sweet Roll Christmas Tree

Sweet Roll Occasion • 1 “as is” Everyday Sweet Roll banner• 1 “as is” Holiday Event Sweet Roll banner

• Sweet Rolls “As Is” Breakfast• Sweet Rolls “As Is” Thanksgiving• Sweet Rolls “As Is” Christmas

Cookies Shapes or CHUB

• 1 CHUB recipe banner• 1 Shapes Cookies banner

• Reindeer Cookies• Reindeer Shapes Cookies

Cookies Recipe vs. Co-Making

• 1 CHUB recipe banner featuring a great recipe• 1 CHUB recipe banner featuring a making family

• Reindeer Cookies Recipe Inspiration• Reindeer Cookies Making Family

Pie • 1 Pie banner • Apple Pie

13

Holiday Digital BannersPillsbury F14 – Breads Team

Product Food Idea/Message Run DatesCrescents Bacon Cheddar Pinwheels* 11/4 – 12/29

Crescents Bacon Cheddar Pinwheels* – Make the Holidays Pop 12/2 – 12/29

Crescents Bacon Cheddar Pinwheels* – Pop. Make. Yum. 12/2 – 12/29

Crescents Mini C-Dog* – 30 Minute Appetizer 12/1 – 12/29

Crescents Mini C-Dog* 12/1 – 12/29

Crescents Crescent-Wrapped Brie* 12/1 – 12/29

Crescents Chocolate Crescents** Thanksgiving 11/4 – 12/1

Crescents Chocolate Crescents** Christmas 12/2 – 12/29

Crescents Apple Pie Crescents** – 30 Minute Appetizer 11/4 – 12/1

Crescents Apple Pie Crescents** 11/4 – 12/1

Crescents Side Bread – “Do you have enough crescents?” 11/4 – 12/1

Crescents Customer-Tagged Banner TBD (Waylon) TBD

IMB Meatball Skewers 12/2 – 12/29

IMB Meatball Skewers Bake Off 12/2 – 12/29

Crescents Apps:*Savory **Sweet

14

Holiday Digital BannersPillsbury F14 – Sweet Dough

Product Food Idea/Message Run DatesCHUB Cookies Reindeer Cookies Recipe 11/18 – 12/29

CHUB Cookies Reindeer Cookies Family 11/18 – 12/29

CHUB Cookies PB Blossom 11/18 – 12/29

CHUB Cookies PB Blossom – Make the Holidays Pop 11/18 – 12/29

CHUB Cookies PB Blossom – Pop. Make. Yum. 11/18 – 12/29

CHUB Cookies Holiday Star 11/18 – 12/29

Shapes Cookies Snowman Shape 11/4 – 11/17, 12/2 – 12/15

Cookies/Crescents Platefull Test – 2 Food Ideas TBD 12/2 – 12/29

Sweet Rolls “As Is” Thanksgiving 11/4 – 12/1

Sweet Rolls “As Is” Christmas 12/2 – 12/29

Sweet Rolls “As Is” – Make the Holidays Pop 12/2 – 12/29

Sweet Rolls “As Is” – Pop. Make. Yum. 12/2 – 12/29

Sweet Rolls Cinnamon Roll Apple Pie 11/4 – 12/1

Sweet Rolls Cinn Roll Christmas Tree 12/2 – 12/29

Pie Apple Pie 11/4 – 12/1