Pizza & Flatbread Toppings Q1/Q2 Promotion January 1 April 30, 2014
Drive Period Overview The Delicious At Any Speed promotion focuses on pizza and flatbread toppings The promotion adds excitement to the drive period by leveraging JMFG s partnership with Richard Petty Motor Sports 2
Richard Petty Motorsports Partnership Overview JMFG is a proud sponsor of Richard Petty Motorsports Known to many simply as "The King," Richard Petty is the most decorated driver in the history of NASCAR racing, winning a record 200 races and seven NASCAR Sprint Cup Series championships during his illustrious career. Richard Petty Motorsports, co-owned by NASCAR Hall of Famer Richard Petty and successful business entrepreneurs Andrew Murstein and Douglas Bergeron, is one of the most recognized brands in all of motorsports. Aric Almirola pilots the famous No. 43 Eckrich Ford Fusion The team is headquartered in Concord, N.C. 3
Sponsorship Details NASCAR Races: Smithfield sponsors approximately 29-32 races during the season Eckrich sponsored Races: Joliet, Indy, Michigan, Kentucky, Texas Daytona and Atlanta; TBD for 2014 Other opportunities: Mobile Activation, At Track Hospitality, Grandstand Tickets 4
Program Objectives Drive volume growth of Pizza & Flatbread Toppings o Pepperoni o Bacon Toppings o Premium Italian Specialty Meats o Smoked and Pulled Meats Focus on operator trial/velocity Fill distribution gaps Achieve incremental annualized volume 5
Program Overview The Delicious At Any Speed promotion provides incentives for operators to purchase Armour-Eckrich, Carando and Curly s Pizza and Flatbread Toppings: Operator Sweepstakes Entry: One (1) operator sweepstakes entry earned per completed rebate coupon per operating company. Maximum of three entries per eligible customer. Chance to win a trip for 4 to attend the Brickyard 400 race at the Indianapolis Motor Speedway and meet Richard Petty Rebate coupon will serve as entry into sweepstakes* Operator Coupon Rebate: A high value operator coupon will be provided to drive trial of selected pizza/flatbread toppings *No purchase necessary. May enter Sweepstakes for free by completing rebate form. Form can be submitted without actual redemption. 6
Operator Incentive Entry into Sweepstakes Operator receives 1 entry into the sweepstakes for each rebate At the end of the promotion period, winners will be chosen at random, as follows: Operator Prizes: First Place: One (1) grand prize winner will receive a trip for 4 to meet Richard Petty at a NASCAR race. Includes hotel accommodations, airfare, spending money for meals and transportation, tickets to the NASCAR Race and more Second Place: One (1) second place winner will receive $1,000 cash prize and a memorabilia package Third Place: Five (5) third place winners will receive $500 cash prize and an autographed Richard Petty hero card All Operators who redeem at least one case/ coupon will also receive a Thank You package containing memorabilia * No purchase necessary. May enter for free by completing rebate form. Form can be submitted without actual redemption. 7
Operator Incentive Coupon Rebate high value operator coupons (Armour-Eckrich) will be provided to drive trial through distributor based sales. Coupon will provide incentive to enter sweepstakes and drive multiple purchases Operator Coupon Specifics: o See Program Sell Sheet for coupon amounts Operator rebates will be available on the JMFG e-rebate site: http://johnmorrell.erebates.cp.imtco.com/ Rebates will also be available in paper form via region managers 8
Eligible Armour-Eckrich UPC s Pepperoni Armour-Eckrich 2781522010 Margherita 2/12.5# 14-16 ct Sliced Traditional Pepperoni 2781522019 Margherita 2/12.5# 9-11 ct Sliced Performance Pepperoni 2781522016 Margherita 2/12.5# 16-18 ct Sliced Cup N Char 2781522015 Armour Charproof 2/12.5# 14-16 ct Sliced Performance Pepperoni 2781522014 Margherita 2/5# 14-16 ct Sliced Traditional Pepperoni 2781522021 Armour Charproof 2/12.5# 15-17 ct Sliced Performance Pepperoni 3861636025 Margherita 2/5# Natural Casing Link Fine Stick Pepperoni 3861636001 Margherita 2/5# Natural Casing Link Coarse Stick Pepperoni Bacon 2781509117 Armour Fully Cooked Bacon Topping ½ Refrigerated 3090011453 Armour Fully Cooked Bacon Topping ¾ Refrigerated 2781509131 Armour Applewood Fully Cooked Bacon Topping Refrigerated 9
Eligible Curly s UPC s Curly s Cooked Meats 405127001 Beef Pot Roast 405130027 Sliced Roast Beef 405128205 Smoked Single Bone St. Louis Ribs Pulled Meats 405128904 Smoked Pulled Pork 405128914 Smoked Pulled Chicken 405128700 Smoked Pulled Beef 10
Support Materials Delicious At Any Speed Promotion Sell Sheet Delicious At Any Speed Distributor Participation Signup Form Delicious At Any Speed Operator Rebate Coupon How To: Download e-rebate Pizza/Flatbread Trends Presentation with Menu Concepts Pizza Toppings Sell Sheets Smoked and Cooked Meats Sell Sheets Bacon Sell Sheets 11
Timing/Next Steps Promotional materials distributed to the field December 2013 Selling efforts Immediately Promotion execution start 1/1/14 12