2018 March Board Book

Online Advertising, Digital Partnerships and Apps:

In 2017, we looked for ways to utilize digital media to distribute our real food and farm stories. Digital media has proven extremely effective and measurable in delivering our TV spots and online content in a way that consumers can engage with, including click-through from ads either to deeper stories on our website or to video content on YouTube. We also partnered with a leader in the food space, Cooking Panda, who produced 12 pieces of content that were viewed on their channels over 22 million times. Custom digital experiences also enabled us to tell our food story and even influence Mom in the store. Our overall plan delivered 200 million targeted impressions (Women 25-54) and over 66 million completed video views at an efficient $0.03 per view. We will look to build on these successes and learnings as we begin to construct our digital plan for 2018.

YouTube Marketing : 2017 YouTube efforts supported our TV ads, Farmer Stories, and recipes. YouTube placements broadened to support all video content produced in 2017, showcasing a diversity of CMAB content.

Paid YouTube 2017 (Jan – Dec) Impressions

Views

Clicks 4,131

CPCV

2,304,071

565,303 69,703

$0.05 $0.03

Jan ’18 191,371

279

In October, we changed the YouTube content strategy to feature two videos each month, one commercial and one recipe. Moving forward, we will be choosing video content on a monthly basis that is in sync with our quarterly messaging objectives.