FOOD & NUTRITION OUR PERSPECTIVE AND CAPABILITIES

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1 FLEISHMANHILLARD FOOD & NUTRITION OUR PERSPECTIVE AND CAPABILITIES

2 THERE S BEEN AN UNPRECEDENTED, PIVOTAL SHIFT IN HOW WE MAKE FOOD CHOICES Food is no longer just about sustenance or nourishment, convenience or cost. Today, what we eat reflects who we are and what we value. Food is now part of our identity. 2

3 We have evolved from passive purchasers to active influencers. We have the power, the passion and the platforms to drive change. We are a culture that is redefining the value chain. 3

4 CULTURE RETURN ON VALUES IS THE NEW RETURN ON INVESTMENT Personal and societal dynamics shape consumers values, impact their decisions, and drive them to action. At FleishmanHillard, we help our clients develop insight-driven strategies based on the intersection of facts and feelings, intelligence and intuition, and trends and traditions. AUDIENCE VALUES AUTHENTIC ENGAGEMENT BRAND VALUES CATEGORY 4

5 AUTHENTIC ENGAGEMENT It has always been true that what customers say about you is far more important than what you say about yourself. The amplification that social media provides to word of mouth means that reputation is now the primary driver of opinion and motivation to join, choose, buy or engage. The role of brand is now to authentically reinforce reputation. Our response to this dynamic shift is the practice of reputational branding, which seeks to more effectively inform brand strategy through the lens of reputation. The management of the intersection of brand and reputation has become one of the most important challenges of marketing, communications and management today. By identifying an organization s reputation momentum and corporate brand equity, our vision is to create differentiating ideas brought to life through integrated programs that engage constituencies through all the relevant media and touch points. 5

6 REPUTATION What Others Say About You Based on Shared Perception Authentic Engagement BRAND What You Say and How You Behave 6

7 THE VALUE OF AUTHENTICITY Authenticity has become a foundational value that drives how we feel about ourselves and those around us. 7

8 We want authenticity in our food Real Sustainable Ethical Responsible We expect food companies to be authentic in their values and actions Transparency Honesty Integrity Relatable 8

9 OUR APPROACH TO FOOD AND NUTRITION MARKETING 9

10 The business of food is complex. To succeed, a brand must consider the expectations and values of multiple audiences. INTERNAL R&D Policy Legislation Nutrition Suppliers Customers Public Health Corporate Affairs Shareholders Economy Health Professionals Competition Brands Activists Media Consumers Globalization Regulatory Legal Leadership EXTERNAL 10

11 FLEISHMANHILLARD HAS 160+ EXPERTS ACROSS THE GLOBE THAT LIVE AND BREATHE FOOD FROM PLANT TO PLATE Our cross-functional team of registered dietitians, food scientists, policy experts, former journalists, government officials, issues and crisis specialists, and agriculture experts enable us to effectively develop communications strategies to engage multiple stakeholder groups. Academics Health & Nutrition Professionals Policy Makers Scientists Consumers NGOs Media 11

12 TENETS FOR BUILDING EFFECTIVE FOOD AND NUTRITION STRATEGIES 12

13 Listen to the Conversations Establish a Brand Position/ Narrative Build a Network of Influencers and Advocates Tell a Credible, Compelling Story Prepare for Issues and Challenges 13

14 WE HAVE EXTENSIVE EXPERIENCE ENGAGING AND ACTIVATING INFLUENCERS Dietitians Policy Makers Foodies Chefs Public Health Advocates Academics Celebrities Athletes 14

15 Conference Activations One-on-One Meetings Compendiums Brand Immersions Strategic Partnerships Product Previews Events 15

16 WE KNOW HOW TO GET THE MOST CREDIBLE, COMPELLING STORIES TOLD IN A HIGHLY COMPETITIVE AND CRITICAL INDUSTRY A C T I O N CCESS REATE THE NARRATIVE RANSPARENCY GNITE WN THE STORY EWS, NEWS, NEWS 16

17 Behind-the-Scenes Experiences Influencer Seeding Blogger Engagement Thought Leadership Executive Visibility Published Science By-Lines and Op-Eds Media Tours Content Creation 17

18 WE ARE ADEPT AT IDENTIFYING, PREPARING FOR, AND MANAGING ISSUES 18

19 Active Monitoring and Listening Corporate and Brand Audits Statements and Messaging Pressure Testing Scenario Mapping Grassroots Advocacy Influencer Mobilization 19

20 WE DEVELOP INTEGRATED PROGRAMS UTILIZING A FULL RANGE OF MARKETING CAPABILITIES STRATEGY & IDEATION Activation Digital & Social BUSINESS OBJECTIVES Influencer Engagement Brand Marketing Public Affairs Strategic Partnerships RESEARCH, ANALYTICS, INSIGHTS Reputation Management Issues Preparedness Media Relations Monitor, Measure & Optimize 20

21 A SAMPLE OF OUR CLIENTS 21

22 FH AT A GLANCE LARGEST North American Network of Top U.S. Agencies 2,700+ Employees Worldwide MORE THAN 450 Full-Time Digital & Advertising Specialists MORE THAN 80 Offices & Affiliates 200+ Global Media Council Members, Including Many Former Journalists MORE THAN 700 Brand Marketers 22

23 100+ INDUSTRY ACCOLADES IN 2014 Including Being Named U.S. Large Agency of the Year, Global Agency of the Year, and Asia Pacific Network of the Year by PRWeek FOUNDED IN % of Clients Say They Would Refer Us to Another Company 91 % of Our Top 200 Clients are Served Out of Multiple Offices LONG-STANDING CLIENT RELATIONSHIPS 61 Years 26 Years 26 Years 24 Years 23 Years 23 Years 20 Years 13 Years 12 Years 23

24 CONTACT Laura Shulman, SVP Food and Nutrition, Chicago East Randolph Street, 37th Floor, Chicago, IL 60601

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