Super Bowl 2012Retail PromotionsFebruary, 2012

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What You Need to Know AboutSuper Bowl Retail Promotions

• Copyright restraints keep retailers from promoting the Super Bowl by name. Most make general references to “the big game”.

• Old El Paso, Hidden Valley and Ortega are just some of the brands showing nearly four times as many ads for Super Bowl week compared with an average week.

• For many small brands, Super Bowl week defines their year. Brands such Amoy, Cardiff Cellars, Jim’s Organic and Poppers advertise more than 50% of their yearly circular ads during Super Bowl week.

• Other brands decide to go all in on FSI coupons. Newman’s Own, Cape Cod Chips run their only coupons during Super Bowl week.

• Super Bowl TV ads are not coordinated with retail promotions. Many food TV spots have no connection to retail circular ads.

• Retailers downplay their private brands for the Super Bowl. Super Bowl week traditionally ranks dead last in private brand ad support.

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Super Bowl Tie-Ins Vary Across Supermarkets

Kroger – 1/29/2012No Super Bowl Tie-In on Front Cover – Page 2 features “Game Day Greats”

Safeway – 2/1/2012Visual Front Cover Super Bowl Tie-Ins Including Daily Deals

Publix – 2/1/2012Super Bowl Theme for 13 of 16 Pages Including Front & Back Covers Plus a Slider Recipe

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Super Bowl Sales Events in the Mass Channel

Walmart– 1/29/2012Super Bowl Theme on 6 of 20 Pages.2.5 Pages on TVs/Video, 2.5 on Party Food, and 1.0 on BBQ/Kitchen Appliances

Also at Walmart - Two Full Pages of

Baseball Equipment???

Target– 1/29/2012Like Walmart, Front Cover Shows Half Food & Half Electronics.Super Bowl Theme Limited Mainly to Front & Back Covers.

Target’s back cover is focused on party foods.

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Super Bowl Sales Events in Other Retail Channels

Walgreens – 1/29/2012About half of front cover is tied to Super Bowl. Page 2 includes ad for Bud Light Platinum, a new brand featured in a Super Bowl TV Spot.

CVS – 1/29/2012Less than of third of the CVS front cover is tied to the Super Bowl.

Dollar General1/29/2012

Total front cover is tied to Super Bowl.

Menard’s - 1/29/2012Home improvement retailer with front cover featuring salsa, chips, sausage and a turkey fryer.

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Some Retailers Choose to Repeat Last Year’s Circulars

Safeway 2-1-2011 Safeway 2-2-2012

A closer look shows some big price increases on featured products.

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Walgreens Features Super Bowl Theme in 2012

Walgreens 1-30-2011 Walgreens 1-29-2012

No Front Cover Super Bowl Tie-In for 2011.

For 2012, Half of the Front Cover Tied to Super Bowl Theme.

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Copyright Fears Keep Retailers from Promoting the Super Bowl by Name

Retail Banner Super Bowl Event Retail Banner Super Bowl EventShop 'n Save Kickoff Adams Game Day Super SaleWal-Mart Game Time Brookshire's Game Day EssentialsSchnucks Super SAVINGS! Market Basket Big Game Snack SaleSafeway Joy of Foodball CVS Save on the BIG GAME!Bloom Football Frenzy Fry's Foods Game Day Celebration!Dillons Game Day Greats Redner's The Big Game Meal DealStop & Shop Game Day Savings! ACME Game on Big Game SavingsMeijer Make it Super Lunds Finger food at its finest.Hannaford Football Frenzy ShopRite Get The Big Party Started!Kmart Football Frenzy Food 4 Less A Super Line-Up of Savings!Lucky Game Day Heroes King Kullen BIG GAME Party HeadquartersTarget Big-Play Savings Walgreens Big Savings for the Big Game!Kroger Game Day Greats EW James Get your BIG GAME Party Started Econo Foods Touchdown Savings Aldi Start the Big Game with low pricesStop & Shop Gigantic Game Sale Stater Bros. Shop for the Biggest Game of the YearA&P Big Game Favorites Price Rite Score BIG with Big Bowl Party Favorites

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Major Food Brands SpikingAds for the Super Bowl

Ro*Tel Tomatoes

Lawry's

Wonderful Pistachios

Old El Paso

Hidden Valley

Ortega

Russell Stover

Vlasic

Miracle Whip

Orville Redenbacher's

532

465

437

399

394

377

364

363

360

359

Sweet Baby Ray's

Philadelphia

T.G.I. Friday's

Velveeta

Marzetti's

Hellmann's

Heinz

Dove Chocolate

Planters

Lipton

356

349

344

342

339

337

329

324

322

316

Valentine

Valentine

Ad Count Index – Super Bowl Week Ending 2/4/12 Vs. 52-Week Average

By comparison, Doritos index at 166 – or 66% higher than an average week.

Ro*Tel has 5x as many ads for Super Bowl week compared to an average week.

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Top Food Sub-CategoriesPromoted for the Super Bowl

Deli Dips & Spreads 377Party Platters/Trays 344Avocado 332Refrigerated Dips 292Poultry/Wings 291Salsa/Dips (Shelf Stable) 278Barbeque/Steak Sauces 281Mayonnaise 257Snack Nuts & Seeds 224Ketchup 219Mustard 219Gravies, Sauces 214

Meat Snacks 206Cauliflower 205Sour Cream 201Canned Beans 198Sandwich & HD Buns 197Pickles & Olives 196Limes 189Poultry/Fried 184Sandwiches (Store-Prepared) 181Tomato Sauces\Paste 180Prepared Foods (Refrigerated) 178

Ad Count Index – Super Bowl Week Ending 2/4/12 Vs. 52-Week Average

Excludes Candy (promoted for Valentines Day)

Over Three Times as Many Ads for Party Platters on Super Bowl Week.

Platter Wars – How Supermarkets Differentiate

Super Bowl party platters allow supermarkets to feature their deli & produce departments to create a differential advantage vs. mass and drug competitors selling food.

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For Some Smaller Food Brands,The Super Bowl Defines Their Year

Brand Name Manufacturer NameAlberts AlbertsAmoy Amoy Food LimitedBridgford Bridgford FoodsCactus Coolers Dr. Pepper SnappleCardiff Cellars Cardiff VineyardsGraham's Symington Family EstsHanna Terlato Wine GroupHendrick's William Grant & SonsHengstenberg Rich. HengstenbergHinsdale Farms Hinsdale Farms

Brand Name Manufacturer NameJesse Dalton's Best Maid ProductsJim's Organic Jim's Organic CoffeeLa Fortaleza La Fortaleza Inc.Macayo Fiesta CanningPearls Musco OlivePoppers H.J. Heinz Co., L.P.Tasty Brand TastyBaby, LLCTrentadue Trentadue WineryWarre's Warrior Vineyard BrandsYoplait Asana Aliments Breton

Brands Running 50% or More of Annual Ads on Super Bowl

50%+ of Circular Ads Running on Week Ending 2/4/2012

Betting it All on Super Bowl FSIs

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For smaller brands, a successful FSI can make or break their year. Free standing inserts (FSIs) allow a brand to stand out and differentiate with unique attributes, recipes and coupons.

Newman’s Own and Cape Cod Potato Chips run their only annual FSI for the Super Bowl.

Blue Diamond, Pace, Ortega, and Velveeta each run one of their two annual FSIs for the Super Bowl.

Brands like Planters, Frigo, Jolly Time, & Johnsonville each commit a third of their FSIs to the Super Bowl.

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Coordinating FSIs with Retail Ad Support

0102030405060

Newman's Own

020406080

100120140

Chart Title Strong Ad Support with Velveeta Super Bowl FSI

One FSI Per Year on 1/22/12Unrelated to Retail Ad Support

Back-to-School FSI Also Aligned with Ad Support

Weekly Retail Ad Counts

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Bud Light PlatinumOnly 19% of Bud Light ads included the Platinum brand extension.

Coca-Cola Coke share of soda ads declined Pre-Super Bowl.

Many Super Bowl TV Ads Are NotCoordinated with Retail Promotions

Dannon Oikos Greek YogurtOnly 11% of Dannon ads mention Oikos by name.

Pepsi Max Only 8% of PepsiCo soda ads mention Pepsi Max by name.

Skechers Only 3 Retailers Ran Pre-Super Bowl Ads for Skechers.

Doritos Doritos share of corn/tortilla chip ads declined Pre-Super Bowl.

Pre-Super Bowl Circular Ads - Week Ending 2/4

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Retailers Pull Back on PrivateBrand Ads for the Super Bowl

Calendar Year 2009

Super Bowl Week

Ending 2/6/10

Calendar Year 2010

Super Bowl Week

Ending 2/5/11

Calendar Year 2011

Super Bowl Week

Ending 2/4/12

19.4%15.8%

18.5%15.3% 15.7%

11.6%

Private Brand Share ofSupermarket Food Promotions

Private brand ad support is tied to demand for ad space. High demand for Pre-Super Bowl circular ads creates less room for store brands.

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Supermarket Social Media Super Bowl Tie-Ins Lacking

Most Supermarket Retailers have been slow to adapt to Facebook and Twitter and then post relevant content to their core female customer. Huge opportunity for CPG brands to step in and assist.

Sweetbay: Monday, January 30, 2012 46 games, and no one’s topped Da Bears’ Shuffle. What would your dream team’s dance number be? http://www.youtube.com/watch?v=glC9tlxilfc

Shoprite : Friday, February 03, 2012 Big Game Hypothetical: Super Saturday instead of Sunday? Discuss ...

Fred Meyer: Saturday, February 04, 2012 Wouldn't it be awesome to watch this Sunday's big game chance! Come in today and score a 60" 600Hz 1080P Plasma HDTV for only 899.99! (Reg. 1499.99— you save $600!) This deal is so hot, we can't even mention the brand name, but it's a famous one you trust for quality. Come check it out! on a super-crisp HUGE screen?

Lucky: Friday, February 03, 2012The Bay Area is a mecca for professional sports. Do you have a favorite spot where you're going to watch the Big Game this weekend?

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Target & Wal-Mart Super Bowl Tie-InsMake good Use of Social Media

Mass retailers are using social media to announce specific promos to their core audience in a timely fashion.

Wal-Mart Tuesday, January 31, 2012 Make game time gatherings a breeze. Try our new Marketside Trifeasta pizza, breadstick and wing combo for a quick and easy crowd pleaser, just $9.98.

Wal-Mart Friday, February 03, 2012 You'll want to put this on your playbook: head into your local store tomorrow for samples of game time goodies! Walmart.com - Walmart Game Time Sampling Event - I

Target: Sunday, January 29, 2012 It’s up, it’s good! All TVs on sale: http://tgt.bz/6036Rx86Plus an additional 10% off with the purchase of an HDMI Cable: http://tgt.bz/6037Rx8B

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Promoted Pricing Types Across Key Supermarkets

Current Wk Ending Current Wk Ending Current Wk Ending Current Wk Ending Current Wk Ending

Promo Type 52-Weeks 2/4/2012 52-Weeks 2/4/2012 52-Weeks 2/4/2012 52-Weeks 2/4/2012 52-Weeks 2/4/2012

Price Point 65% 68% 77% 81% 70% 68% 53% 49% 65% 61%

X/For 32% 28% 18% 15% 27% 28% 44% 47% 30% 33%

% Off 0% 0% 2% 1% 1% 2% 1% 2% 4% 6%

B1G1 1% 1% 2% 2% 1% 2% 1% 1%

Other 2% 3% 1% 1% 1% <1% <1%

Kroger Safeway Albertson's (SVU) Meijer Target

Key retailers use similar promotion types for Super Bowl week compared to previous 52 weeks.

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Lowest U.S. Prices on Super Bowl Snack & BeveragesRetailer Ad Price Product Description Size

SnacksRedner's Markets $0.89 Redner's Crunchies Pretzels 20 oz.Acme Markets $1.00 Herr's Potato Chips, 3.75 - 5.25 oz.Dollar Tree$1.00 Pringles Potato Crisps 4.9 oz.Save-A-Lot 10/$10.00 Lay's Stax Potato Chips 5.5-5.75 oz.Aldi $1.19 Clancy's Tortilla Chips 13 oz.CVS 4/$5.00 Frito Lay Doritos 3.25-5.5 oz.Save-A-Lot $1.49 Senora Verde Tortilla Chips 13 oz.Meijer 3/$5.00 Ritz and Triscuit Crackers 5-15 oz.Walgreens 2/$4.00 Blue Diamond Snack Nuts 6 oz.Meijer 2/$5.00 Planters Nuts 16 oz.

BeveragesRedner's Markets $0.69 Super Chill Soft Drinks2 ltr.Save-A-Lot $0.85 Save-A-Lot Soft Drinks2 ltr.Walgreens $0.98 Pepsi Products 2 ltr.King's County Mart 4/$10.00 Assorted Soda Brands 12 oz. 12 pk.Redner's Markets 4/$10.00 Pepsi Products 12 oz. 12 pk.Walgreens $5.99 Playa De La Cruz Beer 12 oz. 6-pkWestern Beef $7.99 Miller High Life 12 oz. 12 pk.Fred Meyer Stores $8.99 Pabst Blue Ribbon Beer 12 oz. 12

pk.Source: ECRM’s Hot Price Tracker, Pre-Super Bowl week ending 2/4/2012

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Lowest U.S. Prices on Super BowlDipping & Disposables

Retailer Ad Price Product Description SizeCondiments/Salsa/Dips/Ingredients

Aldi $0.49 Avocado 1 ct.Acme Markets $0.99 Kraft and Bull's-Eye BBQ Sauces 18 oz.Meijer $0.99 Dean's Refrigerated Dips 12-16 oz.Meijer $0.99 Chi-Chi's Salsa 16 oz.Stop & Shop 10/$10.00 French's Mustard 12 oz.Acme Markets $1.69 Heinz Ketchup 40 oz.

Platters & TraysMeijer $2.99 Organic Vegetable Platter 16 oz.Pathmark $3.99 Pre-Cut Fruit Platter 1 lb.A & P $6.99 Great Lakes Cheese Platter 16 oz.

Disposable Cups, Plates, NapkinsPathmark $0.99 Disposable Cups 51 ct.Dollar Tree$1.00 Disposable Plates 30 ct.Dollar Tree$1.00 Disposable Cups, Napkins 160 ct.

Source: ECRM’s Hot Price Tracker, Pre-Super Bowl week ending 2/4/2012

Methodology & Details

Report Methodology• Retail ad support measured by number of ad blocks in retailer print circulars. • “Pre-Super Bowl” week includes week ending 2/4/2012

More About ECRM’s MarketGate Ad ComparisonsWeb Site: www.AdCompare.MarketGate.comStudies on Seasonal & Category Promotions: www.PromotionalReflections.com

Contacts:Scott Whalley 847-482-1793 scott@ecrm.marketgate.comTom Pirovano 440-528-0418 tpirovano@ecrm.marketgate.com

Upcoming Events: http://adcompare.marketgate.com/Events/?y=2012Snack, Beverage, & Grocery 2/20/2012 - 2/23/2012Private Brand Foods 4/16/2012 - 4/19/2012Fresh & Frozen Foods 4/17/2012 - 4/19/2012Global Wine, Beer & Spirits 8/27/2012 - 8/29/2012