Iconic brands Marie Callender’s, Orville Redenbacher’s and Reddi-wip have been adored by consumers for generations. But as a new era of shoppers comes of age, those brands are challenged to stay relevant. Conagra Brands is using a wide range of contemporary tactics and experiences to keep these brands fresh and dynamic. Jon Harris, Senior Vice President & Chief Communications Officer at Conagra Brands will share how his team is breathing life into these classics and reaching a targeted audience though customer listening, relationship building and unique experiences.

1. Modernizing Iconic Brands
In the Digital Age
June 22, 2017

2. New Era, New Company
1919 1971 1993 2009 2016
Branded Pure PlayDiversified ConglomerateAgriculture
2

3. FY16 Net Sales by Segment
Grocery &
Snacks
41%
International
10%
Foodservice
14%
Source: Conagra Retail Sales, IRI Market Advantage TTL US MULO+C, L52W 6/26/16 3
$8B Business with Iconic, Leading Brands
Refrigerated
& Frozen
35%
#1 or #2 Share Brands

4. Capturing Growth Requires Contemporizing
Iconic Brands…
4
Power Bowls Non Aerosol No Hormones Premium
Organic NothingArtificial Fewer Ingredients Fewer Ingredients

5. People are Consuming Media Differently
Connection
Speed & Access
Device &
Content
Explosion
Era of Social
Exponential
Data
Always
Connected;
Connected
Everywhere
Media
Fragmentation
; Attention
Divided
Self
Publishers,
Expanding
Circles of
Influence
Respect
Privacy, Know
Me Know What
I Want

6. Implications for Marketing
Connection
Speed &
Access
Device &
Content
Explosion
Era of
Social
Expotential
Data
FROM TO
Single Target Audience
Individuals Based on
Circumstance
Sole Focus on Reach /
Impressions
Engagement &
Advocacy
Epic TV Campaign Publisher Mentality
Costly Production “Maker” Economy
Post Campaign MMA Real-time Optimization

7. The Consumer Journey
Consumers are on a journey; we can meet them at any point with a range of tactics

8. Case Studies

9. Case Study: Marie Callender’s
The Challenge: Making the Marie Callender’s brand relevant to younger consumers.
The Activation: The Dining Room by Marie Callender’s, an intimate gathering place
for space-challenged New Yorkers to celebrate the holidays and experience the
brand in a new way.

10. Case Study: Slim Jim
The Challenge: Capturing the attention of the Slim Jim consumer through non-
traditional media.
The Activation: Settle the Beef Twitter campaign, which leveraged relevant celebrity
spokespeople to bring the brand and marketing program to life on Twitter

11. Case Study: Hunt’s
The Challenge: Helping consumers understand a complex and functional point
of difference.
The Activation: The Hunt’s Flash Steam Blogger event, which invited
influencers to New York to get to know the brand

12. Case Study: Hebrew National
The Challenge: Standing out from your competitors during peak hot dog season.
The Activation: The 1,700 karat hot dog for National Hot Dog Day

13. Case Study: Orville Redenbacher’s
The Challenge: Keeping an older brand relevant as more competitors join the
marketplace.
The Activation: The Orville Lounge at the Sundance Film Festival and GRAMMYS

14. Conclusions

15. Key Takeaways
• Think about how your brand or company may appeal to new consumers
• Develop a brand narrative steeped in insights
• Consider more creative tactics to bring the narrative to life
• Measure and adjust in real time

16. Thank You!