1. Holiday Digital Learning Plans & Banner Needs September 6, 2013

3. Thanksgiving Traditions are the must-haves at Thanksgiving, but I want to deliver my own take on it. Insight Pillsbury’s Role Pillsbury always helps you bring your "little wow" to tradition. Little Wows…. From Sliced Bread To Freshly Baked Crescents From Plain Pumpkin Pie To Easy Cut-Out Leaves on Top From the Same Old Appetizer To Something New & Tasty Reasons to Believe Doability, Guaranteed Results, Ideas to Inspire

5. Christmas I love finding ways to wrap all that Holiday togetherness in a little more joy. Insight Pillsbury’s Role Pillsbury helps you boost the joy at all of your holiday celebrations. Reasons to Believe Doability, Guaranteed Results, Ideas to Inspire A Little More Joy…. Turning easy Shapes Cookies into festive sandwich cookies Planning a little activity for the kids at the party Bringing Santa hats for everyone to wear Playing festive holiday music

6. 6 Holiday Digital Banners Timing Flow

7. 7 F14 Holiday Learning Needs & Featured Foods Thanksgiving & Christmas Books Product LineFeatured Foods/Ideas CookiesReindeer Cookies PB Blossom Holiday Star Snowman Shape Sweet RollsSweet Rolls “As Is” Sweet Roll Apple Pie Sweet Roll Christmas Tree PieApple Pie IMB/Bake OffMeatball Skewers CrescentsBacon Cheddar Pinwheels Mini C-Dog Crescent-Wrapped Brie Chocolate-Filled Crescents Apple Pie Crescents Side Bread TBDPlatefull Test Hispanic Test Learning Objectives How well do our potential taglines work in digital? Which of our two taglines are the best fit/work hardest for us at the holidays? Does it matter whether the message is for “as is” product use or for a recipe? (+6) Does “branding” a recipe as a Bake Off make it more engaging/motivating? (+2) For Platefull, where content is more aspirational, should we be featuring more aspirational food ideas? (+2) HISPANIC TARGET: Question TBD per 9/18 immersion (+TBD) CRESCENTS: Does performance vary by type of food idea – sweet vs. savory? (+0) CRESCENTS: Does communicating “30 minute appetizer” make the message more impactful? (+2) CRESCENTS: For Crescents, is side bread an impactful Thanksgiving message, when side bread is the central role of the product? (+1) SWEET ROLLS: What is the most compelling way to talk about Sweet Rolls at the Holidays – “as is,” recipe, or creative uses? (+2) SWEET ROLLS: Should Sweet Rolls focus on an “everyday breakfast” or “holiday special” occasion during the holidays? (+1) COOKIES: Should we invest in Shapes during the holidays, or keep all support behind CHUB? (+1) COOKIES : Should banners feature recipe inspiration or co-making in their holiday digital banners? (+1) PIE: Should we invest in digital banners for Pie during the holiday season? (+1)

8. 8 Holiday Digital Banners Thanksgiving & “All Season” F14 ThemeProductFood Idea/MessageRun Dates Make Thanksgiving Pop – Holiday Special CrescentsChocolate-Filled Crescents Thanksgiving11/4 – 12/1 CrescentsApple Pie Crescents – 30 Minute Appetizer11/4 – 12/1 CrescentsApple Pie Crescents11/4 – 12/1 CrescentsCustomer-Tagged Banner TBD (Waylon)11/4 – 12/1 Sweet Rolls“As Is” Thanksgiving11/4 – 12/1 Sweet RollsCinnamon Roll Apple Pie11/4 – 12/1 PieApple Pie11/4 – 12/1 Do You Have Enough? CrescentsSide Bread – “Do you have enough crescents?”11/4 – 12/1 Make the Holidays Pop (Holiday Season) CrescentsBacon Cheddar Pinwheels11/4 – 12/29 CrescentsBacon Cheddar Pinwheels – Make the Holidays Pop12/2 – 12/29 CrescentsBacon Cheddar Pinwheels – Pop. Make. Yum.12/2 – 12/29 Sign of the SeasonShapes CookiesSnowman Shape11/4 – 11/17, 12/2 – 12/15 Crescents Apps: *Savory **Sweet *Platefull Test Banners not included

9. 9 Holiday Digital Banners Christmas & Post-Holiday F14 ThemeProductFood Idea/MessageRun Dates Christmas: Holiday Moments that Pop are Homemade (Nope) CrescentsMini C-Dog – 30 Minute Appetizer12/1 – 12/29 CrescentsMini C-Dog12/1 – 12/29 CrescentsCrescent-Wrapped Brie12/1 – 12/29 CrescentsChocolate-Filled Crescents Christmas12/2 – 12/29 CHUB CookiesReindeer Cookies Recipe11/18 – 12/29 CHUB CookiesReindeer Cookies Family11/18 – 12/29 CHUB CookiesPB Blossom11/18 – 12/29 CHUB CookiesPB Blossom – Make the Holidays Pop11/18 – 12/29 CHUB CookiesPB Blossom – Pop. Make. Yum.11/18 – 12/29 CHUB CookiesHoliday Star11/18 – 12/29 Sweet Rolls“As Is” Christmas12/2 – 12/29 Sweet Rolls“As Is” – Make the Holidays Pop12/2 – 12/29 Sweet Rolls“As Is” – Pop. Make. Yum.12/2 – 12/29 Sweet RollsCinn Roll Christmas Tree12/2 – 12/29 Cookies/CrescentsPlatefull Test – 2 Food Ideas TBD12/2 – 12/29 Holiday Moments that Pop are Homemade – Bake Off Branded IMBMeatball Skewers12/2 – 12/29 IMBMeatball Skewers Bake Off12/2 – 12/29 Holiday from the Holidays Post-HolidayTBD – 3 Food Ideas, One Theme12/17 – 1/5

10. Appendix Learning Plan Details

11. 11 Holiday Digital Learning Plans Pillsbury F14 – Questions & Variations Needed to Test Learning ObjectiveBanner Variations Needed How well do our potential taglines work in digital? Which of our two taglines are the best fit/work hardest for us at the holidays? Does it matter whether the message is for “as is” product use or for a recipe? 2 banners for one food idea, 1 per tagline 2 banners for one product msg, 1 per tagline Include pop/non-pop items Does “branding” a recipe as a Bake Off make it more engaging or motivating? 2 banners for one Bake Off food idea, one with and one without Bake Off branding For Platefull, where content is more aspirational, should we be featuring more aspirational food ideas? 2 Aspirational Food Ideas 2 Same-Product “Simple” Food Ideas For Crescents apps, does performance vary by type of food idea – sweet versus savory? 2+ Sweet Food Ideas 2+ Savory Food Ideas Need at least 2 of each type to see whether any pattern emerges. Does communicating “30 minute appetizer” make the message more impactful? 2 banners per food idea, with & without time communication Ideally, execute on more than one food idea, as result may vary by recipe featured. For Crescents, is side bread an impactful Thanksgiving message, when side bread is the central role of the product? 1 Side Bread Thanksgiving Banner 1 Appetizer Banner What is the most compelling way to talk about Sweet Rolls at the Holidays – “as is,” recipe, or creative uses? 1 “as is” Sweet Roll banner 1 recipe banner 1 creative use banner Should Sweet Rolls focus on an “everyday breakfast” or “holiday special” occasion during the holidays? 1 “as is” Everyday Sweet Roll banner 1 “as is” Holiday Event Sweet Roll banner Should the cookies business invest in Shapes during the holidays, or keep all support behind CHUB? 1 CHUB recipe banner 1 Shapes Cookies banner Should cookies feature recipe inspiration or co-making in their holiday digital banners? 1 CHUB recipe banner featuring a great recipe 1 CHUB recipe banner featuring a making family (same recipe) Should we invest in digital banners for Pie during the holiday season? 1 Pie banner

12. 12 Holiday Digital Learning Plans Pillsbury F14 – Food Ideas by Question Learning ObjectiveBanner Variations NeededFood Ideas Taglines 2 banners for 1 food idea, 1 per tagline 2 banners for 1 product msg, 1 per tagline Include pop/non-pop items Crescents BCP – each tagline Reindeer Cookies – each tagline Sweet Rolls “As Is” – each tagline Bake Off 2 banners for one Bake Off food idea, one with and one without Bake Off branding Meatball Skewers with & w/o BO Platefull 2 Aspirational Food Ideas 2 Same-Product “Simple” Food Ideas TBD Crescents Sweet vs. Savory Apps 2+ Sweet Appetizer Ideas 2+ Savory Appetizer Ideas Choc Crescents Crescent Apple Pie Crescents Crescents BC Pinwheels Mini C-Dog Crescent-Wrapped Brie Crescents 30 Minute Appetizer 2 banners per food idea, with & without time communication Mini C-Dog with & w/o claim Crescent Pie Crescents with & w/o Crescents Side Bread 1 side bread banner 1 food idea banner “As Is” with Last Roll “Enough” Message Mini C-Dog, et al Sweet Roll Featured Food 1 “as is” Sweet Roll banner 1 recipe banner 1 creative use banner Sweet Rolls “As Is” Sweet Roll Apple Pie Sweet Roll Christmas Tree Sweet Roll Occasion 1 “as is” Everyday Sweet Roll banner 1 “as is” Holiday Event Sweet Roll banner Sweet Rolls “As Is” Breakfast Sweet Rolls “As Is” Thanksgiving Sweet Rolls “As Is” Christmas Cookies Shapes or CHUB 1 CHUB recipe banner 1 Shapes Cookies banner Reindeer Cookies Reindeer Shapes Cookies Cookies Recipe vs. Co-Making 1 CHUB recipe banner featuring a great recipe 1 CHUB recipe banner featuring a making family Reindeer Cookies Recipe Inspiration Reindeer Cookies Making Family Pie 1 Pie banner Apple Pie

13. 13 Holiday Digital Banners Pillsbury F14 – Breads Team ProductFood Idea/MessageRun Dates CrescentsBacon Cheddar Pinwheels*11/4 – 12/29 CrescentsBacon Cheddar Pinwheels* – Make the Holidays Pop12/2 – 12/29 CrescentsBacon Cheddar Pinwheels* – Pop. Make. Yum.12/2 – 12/29 CrescentsMini C-Dog* – 30 Minute Appetizer12/1 – 12/29 CrescentsMini C-Dog*12/1 – 12/29 CrescentsCrescent-Wrapped Brie*12/1 – 12/29 CrescentsChocolate Crescents** Thanksgiving11/4 – 12/1 CrescentsChocolate Crescents** Christmas12/2 – 12/29 CrescentsApple Pie Crescents** – 30 Minute Appetizer11/4 – 12/1 CrescentsApple Pie Crescents**11/4 – 12/1 CrescentsSide Bread – “Do you have enough crescents?”11/4 – 12/1 CrescentsCustomer-Tagged Banner TBD (Waylon)TBD IMBMeatball Skewers12/2 – 12/29 IMBMeatball Skewers Bake Off12/2 – 12/29 Crescents Apps: *Savory **Sweet

14. 14 Holiday Digital Banners Pillsbury F14 – Sweet Dough ProductFood Idea/MessageRun Dates CHUB CookiesReindeer Cookies Recipe11/18 – 12/29 CHUB CookiesReindeer Cookies Family11/18 – 12/29 CHUB CookiesPB Blossom11/18 – 12/29 CHUB CookiesPB Blossom – Make the Holidays Pop11/18 – 12/29 CHUB CookiesPB Blossom – Pop. Make. Yum.11/18 – 12/29 CHUB CookiesHoliday Star11/18 – 12/29 Shapes CookiesSnowman Shape11/4 – 11/17, 12/2 – 12/15 Cookies/CrescentsPlatefull Test – 2 Food Ideas TBD12/2 – 12/29 Sweet Rolls“As Is” Thanksgiving11/4 – 12/1 Sweet Rolls“As Is” Christmas12/2 – 12/29 Sweet Rolls“As Is” – Make the Holidays Pop12/2 – 12/29 Sweet Rolls“As Is” – Pop. Make. Yum.12/2 – 12/29 Sweet RollsCinnamon Roll Apple Pie11/4 – 12/1 Sweet RollsCinn Roll Christmas Tree12/2 – 12/29 PieApple Pie11/4 – 12/1