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Bertolli Mobile Marketing Tour

Final Report – Program Recap

November 2006

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Executive Summary
The Bertolli Mobile Tour was an effective and successful experiential marketing campaign:
• 29 events totaling 88 event days and 39 retail events days
• Majority of interactions touched our target audience
– 72% with HHI of $60+
– 57% ages 25 – 54
– 43% couples with no children

• Received a total of over 3.5 million impressions


• Distributed over 300,000 samples (over 87% of those we interacted with)
• Sampling led to an increase in purchase intent
– 87% definitely or likely to buy after sampling the product

• Distributed samples to individuals who were not familiar with Bertolli Frozen Dinners
– 79% never or rarely purchase Bertolli Frozen Dinners

• Purchasers of competing brands indicated a strong willingness to convert


– 94% who currently purchase competing brands said they are probably or definitely going to purchase Bertolli Frozen Dinners

• ROI: Within 6 weeks of program estimated profit will exceed program costs & yield an annual return on
investment of 5x the program costs

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Objectives

• Increase trial through targeted distribution of


taste samples ("tasting is believing")

• Build equity through delivering a memorable


experience of authentic Italian, restaurant
quality at home

• Increase consumer awareness, trial and


purchasing rate by their target audience

• Improve trial and perception of Bertolli Frozen


Dinners

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Experiential Elements – 20x20 Exhibit
20x20 Red Tent
Back Wall Logo Attachment
Trailer with Cooking Station, Freezer, Sinks

Tent Valance

Corner Banner

Side Window
Wall

Wine Pairing
Station and
Product Display
Side Cooking Cart

Menu Stand

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Experiential Elements – 10x10 Exhibit
Backdrop Logo Attachment

Freestanding Banner

Menu Stand

Two Cooking Carts

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Markets
Events took place in 15 cities across the country.

New York, NY
Atlanta, GA
North Florida
Boston, MA
Ocean City, MD
Boulder, CO
Raleigh, NC
Chicago, IL
Red Bank, NJ
Cincinnati, OH
San Jose, CA
Columbus, OH
Washington, DC
Newport, CA
Weehawken, NJ

Event days in market:


1-5 days 6-10 days 11-15 days 16-20 days

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Topline Program Results

Samples [received a product sample]


305,774
Coupons [received Bertolli Frozen Dinner coupon]
349,985
Interactions [were engaged by a representative,
learned about the brand and product]
382,800
Impressions
[physically saw the exhibit but did not

3,680,910 necessarily participate in the experience]

Audience
[potentially exposed to the
brand message]

4,664,900
Above totals include data captured at events (retail and non-retail); during NYC “chef
protest” and roaming chefs activities; and impressions made from the road.
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Analysis Approach – Consumer Impact Model (CIMTM)
Using metrics to determine the comprehensive impact on consumer
purchase behavior

Sampling
Numbers
Total and average sample
distribution

Demographics Impact
Target vs. non-target Consumer survey
consumers research and ROI

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Impact

Boomerang ROI
Step 1 of the ROI process: Determining Trail & Purchasers
ROI Calculation For Bertolli Frozen Dinner Events
Program Items Totals
A. Program Actuals (1) Samples Distributed 305,774
(2) Coupons Distributed 349,985 Using program actuals,
(3) Consumer Interactions 382,800
(4) Consumer Impressions (At Events) 2,662,800 established conversion
(5) Consumer Impressions (NYC Protest/Roaming Chefs) 573,120
(6) Consumer Impressions (On The Road/Parked)
Low End
444,990
Reasonable High End
rates, recent coupon
Trial / Purchasers
B. From Samples (1) Consumer Purchase Intent (% Definite and probable)
87% 90% 93%
redemption rates, and
(2) % Consumers Will Actually Purchase 45% 50% 55% historical consumer
(3) Number of Purchasers from Samples
[A1 * B1 * B2]
119,711 137,598 156,403
data, we conservatively
C. From Coupons (1) Most Recent Redemption Rate (8/22)
(2) Number of Purchasers from Coupons
4.771% 4.771% 4.771% estimate that the Bertolli
16,698 16,698 16,698
[A2 * C1] Frozen Dinner Events &
D. From Impressions Only (1) % Event Impressions Will Purchase 20% 25% 30%
(2) Total Purchasers From Event Impressions 471,405 589,257 707,108 Field Activites will
[(A4 - A1) * D1]
(3) % NYC Protest/Roaming Chefs Impressions Will
generate 773,099
Purchase
3% 5% 7%
purchasers.
(4) Total Purchasers From NYC Protest/Roaming Chefs
17,194 28,656 40,118
Impressions
[A5 * D3]
(5) % Road Impressions Will Purchase 0.1% 0.2% 0.3%
(6) Total Purchasers From Road Impressons 445 890 1,335
[A6 * D6]
F. Total Overall Purchasers
625,452 773,099 921,662
[B3 + C2+ D2 + D4 + D6]

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Sources: See Appendix (74-79)
Impact

Boomerang ROI
Step 2 of the ROI process: Calculating Value & Program Payout
By applying sales data provided by Unilever and purchase behavior data provided by
Homescan to our purchaser estimates, we can see a positive one-time purchase return
(1.10) and a very positive annual return (4.92).

ROI Calculation For Bertolli Frozen Dinners Events


Unilever/Bertolli Product Sales Items
A. ROI Numbers (1) Program Cost $1,740,330
(2) Avg Cost per Unit $6.16
(3) Avg Units per Purchase 1.4
(4) Avg Purchase Cyle (Days) 21
(5) Estimated Profit Margin (per Unilever) 28.7%
Program Value Low End Reasonable High End
B. Total Overall Purchasers (From Previous) 625,452 773,099 921,662
C. Total Units Per Purchaser
875,633 1,082,338 1,290,327
[B * A3]
D. Value of Purchasers (Single Purchase)
$5,393,899 $6,667,202 $7,948,416
[C * A2]
E. Annual Value of (1) Avg # Purchases per Year Including 1st (Considering
4.48 4.48 4.48
Purchasers 20% Loyalty)
[((365 days / A4)*20%) + 1]
(2) Total Annual Value $24,144,119 $29,843,666 $35,578,625
[B * A3 * A2 * E1]
F. ROI (Single Purchase Only / 4-6 weeks out)
[(D * A5) / A1] 0.89 1.10 1.31
G. ROI (Annual Value)
[(E2 * A5) / A1] 3.98 4.92 5.87

Note: ROI model does not include proven halo affect on consumer awareness of other Bertolli
products (sauces, oils) to remain conservative.
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Sources: See Appendix (74 -79)