1. Everyday Special Occasion School is out for the summer! -Kids need 3 meals a day - -Activities drive the schedule- -Increased focus on health- -Potlucks and picnics- -Family celebrations- Back on schedule -Meals rushed & staggered- -School supplies are stretching budget- -Early wake up calls and rushed mornings- What’s Happening? Seasonal Flavors What does she need? Insights Solutions How’s She Feeling? What does she need? How’s She Feeling? The Holiday Season is Here! Colder weather  Ovens On -Return to baking- -Busy social calendar- -A focus on family and friends- -Diets out the window- Spring: Fresh and Warm -Kids are involved in the holiday prep- -Desserts are shared at social gatherings -Families break bread- Citrus, Berry, Mint Pumpkins, apples, cranberries, peppermint, chocolate, ginger Carrot, Pineapple, Berries, Lemon Joyful Nostalgic Constrained Stressed Cost-conscious Energized Creative yet doable Low-Risk Ideas Impress and delight Show me how-to Twist on tradition Give me confidence Her desire to connect in meaningful ways amplifies her need for simple solutions. Cookies, Pancakes, Party apps Love is in the air -Seeking inspiration to share her love- -Indulging in sweets- -Shopping for candy and holiday décor- Chocolate, red velvet, strawberry Warm me up Kid-friendly treats Extra convenience in meals Slow me down Value in everyday items RenewedExcited Anxious for Summer Nourishing breakfasts Healthful and light Fresh and fruity CREATIVE Creative yet doable Festive brunch and breakfast Impress and delight Fresh, fruit-based desserts Inspire me Her baking creativity can shine during Easter. She’s seeking fun, relevant ideas. Cake Mixes; Cookies; Pancakes Oven-free, no-bake On-the-go snack options Kid-friendly breakfast Low-cost summer treats Fresh and seasonal Lunchbox goodies Easy (yet hearty) breakfasts for rushed mornings Help me make family meal time count Rushed Cost- conscious Show me value RelaxedCare-free Easy, potluck favorites Special family breakfasts Holiday desserts to WOW! She wants to add her personal touches to make the holiday feel special. Mom seeks convenient and nourishing food solutions with busier schedules underway Cookies; Cake; Frosting Cookies; Pancakes; Quick & Easy dinner recipes Loved and appreciated Romantic Thoughtful and giving Special Breakfast in Bed Help me express my love Relevant Inspiration Easy classroom favorites Impress on a budget Labor Day: Picnic favorites Tailgating party apps

2. What’s Happening? INSIGHT SOLUTIONS How’s She Feeling? What does she need? Back to School Getting the family back on track -Saying goodbye to summer but looking forward to a fresh start- -School supplies are stretching budget- -She’s making lists and running errands- -Planning schedules and family logistics- Kids back in school – family starts a new normal -Families have more organized activities and busier schedules- -Early wake up calls and rushed mornings- -Eating away from home more often; at-home meals more scattered- -Packing lunches and on-the-go snacks- -More emphasis on nutrition and energy- She’s seeking value and organization solutions to help transition her family into a new routine Cookies; Pancakes; Quick & Easy dinner recipes (i.e. Bisquick chicken fingers) Mom seeks convenient and nourishing food solutions with busier schedules underway Keep me organized Need an extra boost Help me remember everything Cost-conscious Scattered Pressured Energized Lunchbox goodies Morning time savers Help me make family meal time count Rushed Show me value Nurture away from home Snack drawer favorites Balance health and taste Quick and simple dinner options Ease the burden of parent demands Motivated Excited Hopeful Reflective

3. Everyday Special Occasion Colder weather  Heading indoors -Attention turns to the holidays- -Heartier meals on the menu- -Preparing for Thanksgiving- -Class parties- BE THANKFUL -Last minute details for BIG meal- -Reconnecting with family- -Mapping out the upcoming season- -Black Friday shopping- What’s Happening? Seasonal Flavors What does she need? INSIGHT SOLUTIONS How’s She Feeling? What does she need? Holidays in full swing  Aprons on! -Baking for multiple occasions- -Activities and errands escalate- -Shopping all the time- -Seeking recipe inspiration- Time to Celebrate! -Entertaining and enjoying family- -Kids are home for holiday break- -Diets out the window- -Refreshed and renewed – looking toward the new year- Pumpkin, apple, sweet potato, cranberries, squashPeppermint, chocolate, ginger, cinnamon Nostalgic Her desire to connect in meaningful and memorable ways amplifies her need for simple and easy solutions. Cookies; Pancakes; make-ahead breakfast; party apps; etc. Cozy Optimistic Warm me up Hearty meals Seasonal flavor favorites Set the mood Help me prepare Ideas and Inspiration Dietary substitutions and alterations Kid-friendly treats Excited Overwhelmed Nervous Show me value Low- risk Ideas Impress and delight Show me how-to Twist on tradition Give me confidence Make ahead Make it easy! Stressed In the ‘spirit’ Accomplished Anxious Worried Renewed Extra convenience Slow me down Help me connect Make it count On-hand favorites Create traditions Creative, DIY gift ideas Get kids involved Make ahead Ideas Special family breakfast Get me out of the kitchen She wants to add a little magic to the everyday routine. Pancakes; Party Apps; Cookies She’s looking for ways to make her house feel like a warm, cozy home Pancakes; Cookies Key Baking Season Proud Reflective

4. What’s Happening? INSIGHT SOLUTIONS How’s She Feeling? What does she need? Valentine’s Day Daydreaming about the holiday ahead -Seeking inspiration for upcoming parties, gifts, and special nights out- -Shopping for candy and holiday décor- Love is in the air -Making or buying Valentine’s Day cards- -Making or buying gifts for loved ones- -Adding her special touch to show her love- -Indulging in sweets and candy- Cookies; Cake; Frosting; Pancakes She wants to add her personal touches to make the holiday feel special. Special Breakfast in Bed Help me make my baked goods “Festive” – Red fruit desserts, candy and chocolate touches Tell me it’s ok to indulge Food Gift Ideas: Sharing the love Help me express my love Specialty items for kids Creating moments with kids Rich and Indulgent treats Relevant Inspiration: Hearts, flowers, pink and red Easy classroom favorites Impress on a budget Thoughtful and giving RomanticHopeful Loved and appreciated Pressured Competitive Awkward (?) Worried (?) Lonely (?) Entitled Spoil me Inspired

5. What’s Happening? INSIGHT SOLUTIONS How’s She Feeling? What does she need? Easter Spring is in the air – Easter celebrations are on her mind -Seeking creative inspiration from her favorite sources- -Focused on the changing season – sense of renew and refresh- -Warmer weather means healthy, fresh, and seasonal- -Shopping for Easter treats in weeks leading up to holiday weekend- -Kids are involved in the holiday preparation (Easter eggs, baked goods)- -Desserts are shared at school, church, and social gatherings- -Families break bread in Easter meal occasions, both brunch and dinner- She’s ready and ambitious to bake for Easter and feeling a sense of renewal with the onset of spring. Cake Mixes; Cookies; Pancakes; Fresh brunch and breakfast Her hopes of baking tend to fall short and she finds herself scrambling at the last minute for easy, kid-friendly activities. RenewedExcited CREATIVE EnergizedOptimistic Ambitious Fresh and Festive Relevant Inspiration (Think all things Bunnies, Eggs and Chicks) Wow me, Excite me Get the kids involved Unique gift ideas: Help me think outside the basket Baked goods that incorporate candy Desserts with fresh fruit Make ahead Show me how to use leftovers (especially Easter candy!) Make it easy – but keep it special Sweet AND savory food ideas Help me balance traditional and new Festive ideas for the main meal (breakfast, brunch, dinner, dessert) Time-Strapped PlayfulAccomplished

6. What’s Happening? INSIGHT SOLUTIONS How’s She Feeling? What does she need? Birthday Birthday party on her radar -Considering party options based on child age, gender, interests, season and budget- EnergizedHopeful Optimistic Overwhelmed Relevant Inspiration Trusted go-to sources Advice from other moms Kid buy-in Confidence Wow me, Excite me Help me make it my own Get my kid involved Filtering to what’s possible -Making lists- -Making party decisions: kid vs. family, venue, theme, food- -Setting realistic goals- -Setting the budget- AmbitiousPressure ExcitedAccomplished Crowd-friendly menu ideas Make it realistic Make it easy Show me how to do it Dietary substitutions and alterations Putting her plans into motion -Items are being bought, made, or ordered- -Invitations are being sent- -Shopping multiple channels- -Coupons and sticking to budget- Productive Keep me motivated Creative and fun Don’t let me fail Let’s Party! -Kids are excited- -Last minute touches and details- -Frenzied activity and sugar highs- -Enjoying the moment- Help me connect Make it shareable Get me out of the kitchen HappyReflective FranticProud Loved and appreciated Help from others Help me impress and delight She’s fantasizing and has big dreams – help her leverage that excitement Cake Mixes Too much inspiration, not enough help/direction to execute She wants it to be easy but she also wants it to special and memorable Despite the strains and pressure it was all worth it in the end Decisive Cost-conscious

7. APPENDIX

8. Everyday Special Occasion -Summer Break! - Kids need 3 meals a day at home - Activities drive the schedule - Increased focus on health -Back to SchoolCONTEXT Pressure Oven-free/ No-Bake recipe ideas Fresh, fruit desserts On-the-go snack options Breakfasts to nourish and sustain Festive dessert ideas to WOW! Easy, picnic favorites Special Family Breakfasts - Family Celebrations - Potlucks and Picnics

9. Resources IFC Research: GMI Baking Division Cookie Mix ExplorationGMI Baking Division Cookie Mix Exploration MotiveQuest: Betty Crocker Holiday Mindset Planning (2013)Betty Crocker Holiday Mindset Planning GMI ASI: Walmart 1Q10 – Calendar: Baking, Breakfast, Grains & SnacksWalmart 1Q10 – Calendar: Baking, Breakfast, Grains & Snacks GMI ASI: FY 2014 Seasonal Resources (FY14)FY 2014 Seasonal Resources GMI: Back to School Ethnographies (November 2008)Back to School Ethnographies MotiveQuest: GMI Betty Crocker Baking Occasions (2013)GMI Betty Crocker Baking Occasions ORC International: Seasonal Color and Flavor Trends (November 2012)Seasonal Color and Flavor Trends GMI ASI: Walmart Holiday Hosting Study (December Holidays) (January 2009)Walmart Holiday Hosting Study Hines & Lee, Inc: Holiday Shopping Vidnography Research (February 2009)Holiday Shopping Vidnography Research GMI ASI: Walmart Calendar of Insights (2010) – 1Q10 1Q10 – 2Q10 2Q10 – 3Q10 3Q10 – 4Q10 4Q10