McCann Worldgroup 1 BISQUICK April 18, 2013 CREATIVE REVIEW

McCann Worldgroup 2 F14 CREATIVE REVIEW BROAD OBJECTIVES What are trying to accomplish?  Drive penetration among Millennial households  Spark relevance through the power of Bisquick’s simple versatility  Create an organizing idea as a creative platform for all Bisquick communications

McCann Worldgroup 3 F14 CREATIVE REVIEW OVERVIEW The strategic context… Growth Idea Bisquick helps you create those wow moments! Barriers  Seen as an old fashioned brand  Low awareness among Millennials of its versatility Communication Takeaway “Bisquick gives me simple ways to WOW my family beyond just pancakes.”

McCann Worldgroup 4 F14 CREATIVE REVIEW OVERVIEW What you will see today…  Purpose-driven, consumer centric organizing ideas  Themes vs. a taglines, logos or end treatments  No “lead touch point” - different touch points bring the theme to life in different ways  Design infused concepts, not matchy-matchy

4/1/2013 Bisquick helps you creates those Wow Moments! Bisquick 06/01/13 Give More Power to Wow Business Objective: Introduce a new target (Millennials) to the power and versatility of Bisquick to drive penetration growth. Communication Takeaway: “Bisquick gives me simple ways to WOW my family beyond just pancakes.” The modernized yellow box Pancakes and more Recipe Heritage Family favorites since 1945 Bisquick Website Real “doable’ food (achievable, easy recipes, on-hand ingredients) Wow-worthy (family favorites, fun, exciting, personal) Reliably delicious (consistent, crave worthy) Wow-maker’s Sidekick Clever, Supportive, Delightful “My kids are my world. When I see joy on their faces, I know I’m doing a good job as a mom.” When planning weeknight meals When planning for weekend breakfasts Holiday/Long weekends (pancake consumption spikes) Simple ways to WOW my family TBD Enthusiastic Novice: A Millennial mom who is motivated to create a sense of home and build traditions for her family that will generate moments to remember. She embraces the chaos of raising kids, placing great emphasis on having fun and finding ways to inject creativity into the every day. She sees food as a way to connect with her family, but when it comes to cooking, she is still building her confidence in the kitchen. She is very enthusiastic to learn because nothing makes her happier than seeing the delight on her kids’ faces when she truly wows them. She thrives on the recognition and validation. Seen as an old-fashioned brand; Low awareness of its versatility