Pick Wild October 22, 2014

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1 Pick Wild October 22, 2014

2 2014 US Program Highlights Market Situation Strategy Plan Highlights Results

3 Discussion Topics: A Consumer Focused Plan Topline Research Learnings Key Change in Thinking Marketing Objectives & Strategies Market Situation Target Audience Focus Topline Messaging Strategy Creative Expression of New Campaign Building The Fully Integrated Plan Influencer Efforts (PR & Social) Key Trade Initiatives Online Focus 2014 Budget Overview, 2013 Remaining 2014 Activity Summary Calendar

4 Rapid Highbush Production Growth Implications: As the fresh market becomes more saturated, a larger share of highbush blueberries are entering the frozen market. Wild Blueberries must differentiate to protect their premium share of the frozen blueberry market.

5 Key Objectives Build consumer demand for the Wild Blueberry Educate the US market about the differences between Wild Blueberries and regular blueberries Build Share of Premium Segment of the blueberry market for Wild Blueberries (trade and consumer)

6 Key Strategies Primary: Find blueberry lovers (consumers) on the web and educate on the differences between wild and regular blueberries. Target Segments LOHAS Moms, Laid Back Foodies, Health & Fitness Actively seek out and engage key influencers as our ambassadors Ramp up PR efforts Enable premium/real Food brands to formulate with Wild

7 Messaging Strategy Always Look For Wild More Intense Blueberry Taste 2X the Antioxidants of Regular Blueberries Key Messaging Pillars: Intense Flavor (Taste): There s nothing like that Wild Blueberry taste! Antioxidants: Wild Blueberries Tiny Antioxidant Superstars! Wild: The perfect little wild superfruit, 10,000 years in the making. Frozen-Fresh: Wild Blueberry Freshness & Convenience Frozen Right In! Pick Wild: Look for Wild Blueberries in all your favorite foods If you like blueberries, you ll love Wild Blueberries.

8 Communicate Wild

9 Showcase Taste, Health, Wild

10 Discussion Topics: A Consumer Focused Plan Topline Research Learnings Key Change in Thinking Marketing Objectives & Strategies The Integrated Marketing Plan Target Audience Focus Topline Messaging Strategy Creative Expression of New Campaign Building The Fully Integrated Plan Influencer Efforts (PR & Social) Key Trade Initiatives Online Focus 2014 Budget Overview, 2013 Remaining 2014 Activity Summary Calendar

11 The Integrated Marketing Plan Influencer Efforts (PR & Social- The Wild Blueberry News Room) Online Focus (Web Marketing, Social & Online Advertising) Key Trade Initiatives (Shows & VIP Education)

12 Discussion Topics: A Consumer Focused Plan Topline Research Learnings Key Change in Thinking Marketing Objectives & Strategies Influencer Efforts Target Audience Focus Topline Messaging Strategy (PR & Social) Creative Expression of New Campaign Building The Fully Integrated Plan Influencer Efforts (PR & Social) Key Trade Initiatives Online Focus 2014 Budget Overview, 2013 Remaining 2014 Activity Summary Calendar

13 Influencer Efforts (PR & Social) Activate Online Influencers The Wild Blueberry Newsroom

14 Discussion Topics: A Consumer Focused Plan Topline Research Learnings Key Change in Thinking Marketing Objectives & Strategies Activate Online Influencers Target Audience Focus Topline Messaging Strategy Creative Expression of New Campaign Building The Fully Integrated Plan Influencer Efforts (PR & Social) Key Trade Initiatives Online Focus 2014 Budget Overview, 2013 Remaining 2014 Activity Summary Calendar

15 Building Wild Advocates

16 Blogger Network Outreach

17

18 Blogger Network Outreach

19 Blogger Network Outreach

20 Blogger Immersion Event 12 Health/Nutrition Writers/Bloggers Attended Combined Social Media Reach (Followers/All Platforms): 4.2 million Traditional Media Impressions: 5.6 million

21 Spreading the Wild Word

22 Wild Blueberry Health Summit

23 Wild Blueberry Health Summit

24 Total Phenolic Content Champions

25 Discussion Topics: A Consumer Focused Plan Topline Research Learnings Key Change in Thinking Marketing Objectives & Strategies The Wild Blueberry Newsroom Target Audience Focus Topline Messaging Strategy (Earned, Owned & Integrated) Creative Expression of New Campaign Building The Fully Integrated Plan Influencer Efforts (PR & Social) Key Trade Initiatives Online Focus 2014 Budget Overview, 2013 Remaining 2014 Activity Summary Calendar

26 Satellite Media Tour

27 Satellite Media Tour

28 Food Page Feature

29 Blog: Health, Taste, Wild, Frozen

30 Facebook Posts - Taste, Health, Wild, Frozen, Calendar Appropriate

31 Integration Across Online Platforms

32 Promoted Across Social Platforms Twitter Facebook Instagram

33 Pinterest Boards - Update & Adjust

34 Promoted through Blogs and s

35 Website

36 Educate and Encourage Wild Usage -Engage Blogger Influencers-

37 Educate and Encourage Wild Usage -Engage Blogger Influencers-

38 Facebook- Page/Promoted Posts Ads - Good for Content Marketing -

39 Facebook- Page/Promoted Posts Ads - Good for Content Marketing -

40 Facebook- Page/Promoted Posts Ads - Good for Content Marketing -

41 Discussion Topics: A Consumer Focused Plan Topline Research Learnings Key Change in Thinking Marketing Objectives & Strategies Key Trade Initiatives Target Audience Focus Topline Messaging Strategy Creative Expression of New Campaign Building The Fully Integrated Plan Influencer Efforts (PR & Social) Key Trade Initiatives Online Focus 2014 Budget Overview, 2013 Remaining 2014 Activity Summary Calendar

42 Key Trade Initiatives Create materials that provide brokers and VIP targets compelling consumer-focused reasons to Pick Wild over regular blueberries. IDDBA- Baking and Dairy Focus (June) IFT- Largest Food Ingredient Show in US (June) FNCE- Largest Health Influencer Show (Oct) Natural Products Expo West (March)

43 New Trade Booth

44 New Trade Collateral

45 New Trade Collateral

46 New Health Influencer/Research

47 Discussion Topics: A Consumer Focused Plan Topline Research Learnings Key Change in Thinking Marketing Objectives & Strategies Online Focus Target Audience Focus Topline Messaging Strategy Creative Expression of New Campaign Building The Fully Integrated Plan Influencer Efforts (PR & Social) Key Trade Initiatives Online Focus 2014 Budget Overview, 2013 Remaining 2014 Activity Summary Calendar

48 Online Focus Website Development (key messages, conversion) Digital Marketing (Find target and educate, raising awareness and demand for Wild Blueberries) Constant Monitoring / Constant Improvement The world is changing everyday and we re on top of it.

49 Discussion Topics: A Consumer Focused Plan Topline Research Learnings Key Change in Thinking Marketing Objectives & Strategies Website Development Target Audience Focus Topline Messaging Strategy Creative Expression of New Campaign Building The Fully Integrated Plan Influencer Efforts (PR & Social) Key Trade Initiatives Online Focus 2014 Budget Overview, 2013 Remaining 2014 Activity Summary Calendar

50 Website Development

51 Website Development

52 Website Development

53 Website Development

54 Discussion Topics: A Consumer Focused Plan Topline Research Learnings Key Change in Thinking Marketing Objectives & Strategies Digital Marketing Target Audience Focus Topline Messaging Strategy Creative Expression of New Campaign Building The Fully Integrated Plan Influencer Efforts (PR & Social) Key Trade Initiatives Online Focus 2014 Budget Overview, 2013 Remaining 2014 Activity Summary Calendar

55 Search and Display Advertising Find consumers when and where they are gathering information about blueberries and educate them on the Wild Blueberry advantage. Search Engines smoothies, antioxidants, nutrition, recipes Paid search (SEM) and organic search (SEO) Display Advertising - adjacent blueberry recipes Remarketing - reminder marketing to drive frequency of usage

56 Digital Marketing - Comparative Display Ads

57 Digital Marketing - Smoothie Display Ads

58 Digital Marketing Pies

59 Social and Marketing Grow Community of Wild Blueberry social activists grow buzz and word of mouth Facebook Twitter Replicate Facebook success Marketing Renewed focus on growing this critical channel YouTube Intercept ads to convert those seeking blueberry recipes to use Wild Blueberries

60 T h e B e a r

61

62 Discussion Topics: A Consumer Focused Plan Topline Research Learnings Key Change in Thinking Marketing Objectives & Strategies Results Target Audience Focus Topline Messaging Strategy Creative Expression of New Campaign Building The Fully Integrated Plan Influencer Efforts (PR & Social) Key Trade Initiatives Online Focus 2014 Budget Overview, 2013 Remaining 2014 Activity Summary Calendar

63 Key Performance Indicators Key Performance Indicators 2014 Growth vs Quartery Results Last year Blueberry Lover Ad Stats Ad Impressions 27,000,000 6X YouTube Video Stats Impressions 380,000 (all new) Website Visits 175,000 3X Friends of Wild Blueberries Facebook fans 150,000 3X Twitter followers 7,300 5X e-marketing database X re-marketing database 517,000 5X Influencer Potential Reach 8,000,000 (all new) Bottom Line- the online effort is reaching a large audience of blueberry lovers on a consistent basis and educating them to "Pick Wild"

64 I c e B u c k e t C h a l l e n g e

65

66 M e r c i

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