Food & RestauRant

© 2012 MWW GROUP, ALL RIGHTS RESERVED | ONE SHEET | SUMMER 2012 1

At MWW, we know food… and we’re experts at helping brands stand out in the cluttered media market. We know how to gain share of voice among skeptical consumers and we know the influencers who move products.

MWW Capabilities suMMer 2012

Food & RestauRant

Over our more than 25 years leading consumer lifestyle marketing efforts, MWW has become expert at making food and restaurant brands relevant and capitalizing on consumer trends. We leverage a broad base of influencers and tastemak-ers including media, advocates, celebrities and consumers to propel your brand forward. MWW’s Consumer Lifestyle Marketing practice is known for capturing (and keeping) the attention of audiences, creating strong emotional connections that drive consumer action, and speaking to the wants and needs of consumers. Our campaigns not only affect brand perception, they impact customer purchase decisions as well.

We’re the agency that…• Created buzz for new menu items at The Palm, Copeland’s, Philips Seafood,

Sbarro and McDonald’s among others

• Re-energized the Hard Rock Cafe brand through lifestyle publicity campaigns that put “butts in seats” and changed the perception of the brand – from gen-erating business press to promoting merchandise, opening hotels, new high end restaurants, The Vault and promoting Hard Rock Live performances

• Combated negative press for the McDonald’s brand through grassroots public affairs efforts surrounding Super Size Me, obesity lawsuits and Fast Food Na-tion and created the first ever nutrition focused program of any QSR

• Branded The Palm’s Corporate Chef Tony Tammero as a “celebrity chef,” establishing him as a go-to source and industry expert for food-related sto-ries and positioned the brand as an epicurean destination by leveraging the brand’s history and assets to earn extensive lifestyle media exposure

• Reached millions of targeted consumers through one-on-one interactions and extensive media coverage of our mobile marketing tours for Sara Lee’s Ball Park Franks

© 2012 MWW GROUP, ALL RIGHTS RESERVED | ONE SHEET | SUMMER 2012

For more information, please contact::

Alissa Blate Global Practice Director / Executive Vice President, Consumer Lifestyle Marketing 201.507.9500 / alissa.blate@mww.com / www.mww.com

Some food for thought – the increased proliferation of the media and 24/7 news cycle has changed the way we communicate and created new challenges - and opportunities - for reaching consumers. An effective PR program must rely on a firm understanding of both traditional and digital media channels. From Facebook and Twitter to mommy bloggers and online foodies, we have a deep understanding of the social landscape and create communications programs that are the perfect fusion of traditional and digital media strategies. Our range of expertise includes:

• Grand openings and milestones• Events/ tastings • Seasonal initiatives• Product and menu launches• Regional media relations / celebrations • Social media/ Blogger outreach• Radio drops (targeted)• Spokesperson branding• Customer loyalty programs• Community relations• Local market influencers• Strategic alliances• Cause marketing

• Educated consumers with compelling stories about Milton Hershey’s legacy, the role The Hershey Company has played in the lives of children and how consumers’ choice of Hershey’s allows them to have a role in that legacy.

• Helped Jimmy Dean grow from a beloved sausage brand to a leading breakfast brand. In a six month period, the company saw an 18% increase in sales of its frozen items and a 25% increase for its fully cooked items, earning the brand’s recognition by Forbes as one of the year’s “Comeback Brands.”

• Created Sbarro’s first-ever community relations program, PizzAchievers, which quickly became the most successful PR campaign in the company’s 50-year history. Our efforts resulted in more than 160 placements across 30 key markets, for a total of 4 million media impressions celebrating the Sbarro brand.