Stay Grounded Digital Updates For Maxwell House IMC Regroup – 5.9.12

The “Stay Grounded” Campaign Parameters Adults 45+ w/ HHI <$75M Raise awareness and encourage engagement by driving the consumer to the Maxwell House site March 26th, 2012 – June 24th, 2012 National Campaign $847M Net (Display) – $76M Net (Search) Primary: Impressions to Target, Engagement Rate, Time Spent, Lift in Brand Metrics Target Objective Timing & Geo Budget KPIs

What’s the Game Plan? Every good “play” and ultimate “win” is the result of strategic thinking and well thought-out planning Build awareness by utilizing mass-reaching ad networks to efficiently drive scale Partner with vendors with demographic targeting capabilities to drive efficiency and enhanced optimization opportunities Leverage purchase-based studies to garner offline/online sales data and measure success Utilize vendors with in-house creative capabilities to custom develop attention grabbing units

“Stay Grounded” Campaign Performance to Date through 5/4/2012 Awareness (Impressions Served) Campaign is pacing on schedule (roughly one third of impressions served approx. one month into a 3-month long campaign); all partners are pacing to deliver in full. We will continue to track closely and make optimizations as need be. Engagement (ComScore defines “engagement” as a click or mouse over for greater than .5 seconds) Overall , the campaign is seeing an engagement rate of 10.3% which is substantially higher than the industry benchmark of 2.5% (indexing industry benchmark at 412)!