2018 December Board Book

In the Media Executive Overview Q3 2018

TOPLINE RESULTS

CA 10%

Farmer 1%

Nutrition 18%

14.2 M Impressions

285 Stories/Mentions Consumer + Foodservice Traditional/Social Media

1.7 M Impressions

98.9% Key Message Delivery

Angle

Consumer + Foodservice Traditional/Social Media

Foodservice Advertising

National 90%

Food 81%

DETAILED RESULTS Ranked by traditional/social media impressions (+ foodservice advertising for business objectives) Total impressions exceed the topline number due to stories/mentions including more than one functional priority, message or business objective

TOP 3 MESSAGES DELIVERED

TOP 3 FUNCTIONAL PRIORITIES

TOP 3 BUSINESS OBJECTIVES

1. CONSUMER DEMAND: DAIRY HEALTH STORY 13.5 M Impressions Dairy health, protein, fats and/or nutrients content

1. Win with Healthy Snacking 13.5 M Impressions

1. Dairy Protein, Nutrients 13.3 M Impressions

2. CONSUMER DEMAND: VALUE OF THE SEAL 12.7 M Impressions Real food and/or real people content + Dairy Social Team

2. Real Food 12.5 M Impressions

2. Activate the Seal 11.9 M Impressions

3. CONSUMER DEMAND: INDUSTRY LEADER 1.7 M Impressions Foodservice advertising

3. Look for the RCM Seal 11.5 M Impressions

3. Bring Back Breakfast 11.7 M Impressions