We helped Fresh Express achieve measurable ROI by developing a product traceability microsite to provide consumers information about their bag of salad by entering a product code. This increased traffic to their website by 800% within 10 days. We also helped transform their marketing by adding 40,000 newsletter subscribers and signing up 130,000 people for a sweepstakes in just 8 weeks. For Chiquita, we raised brand awareness of their targeted audience from 18% to 36% in six weeks and increased their website traffic by 700% in four weeks by developing an integrated website, CRM, social media and PR program.

1. RFP PROPOSAL F OR PUBLIC RELA TIONS AGENCY
RFP PROPOSAL F OR ADVE RTISING AGENCY
California Walnut Board/California Walnut Commission
Fiscal Year 2011-2012
Presented by LeeReedy/Xylem Digital
Agency Contact: Scott Snyder, Principal/Chief Strategy Officer, 303.865.8244

2. presented by
CLIENTS WITH fire

3. To position or reposition their brands
To build sales distribution
…and awareness
…and market share
To innovate product, package, communications strategy
To attract investors
To stimulate an acquisition
SOME COMPANIES MAY THINK
plentyTHEY HAVE OF time:

4. Because the competition wants to destroy them
Consumers want to ignore them
And still, they have the audacity to think they can win
OUR CLIENTS DON’T HAVE TIME.
Why?
So do we.
BECAUSE OUR CLIENTS HAVE fire.

5. Fire is having no time or money to waste…
…and understanding that wasting either means we lose relationships
…or our clients fail
Fire is recognizing ideas are hugely important, but…
…gaining alignment, iterating and validating ideas is even more crucial
…getting ideas to market now, so they can start addressing business problems is vital
…and getting this intense process completed fast and right – without spending lots
of time and money – is something no one wants you to think is possible
Fire is, in all honesty, a fair amount of hate:
Hating presentation decks with no action
…and ideas with no basis in business reality
…and creativity for creativity’s sake
…and agencies who think they’re smarter than their clients
WHAT’S fire?

6. Achieve measurable ROI on their marketing efforts
Completely transform and improve marketing performance
Translate brand experiences across every possible consumer touchpoint
Create fully integrated programs that recognize today’s consumers are running the show
WE USE
TO HELP OUR CLIENTS:
fire

7. V/C, P/E firms wanting to maximize
their portfolio investments
Companies ready to break through
to the next level of distribution and sales
Breakthrough ideas poised for rapid growth
Generation brands focused on remaining
relevant and dominant in their categories
Entrepreneurs who can’t afford
to waste time or money
THE COMPANIES THAT GET THE
MOST VALUE FROM US ARE IMPATIENT,
MEASUREABLE business results:
TENACIOUS and demand innovation
&

8. fireOUR PR

9. Our PR was founded with the intent of creating comprehensive communications
programsthataren’tdesignedtosimplybeg,borrowandstealbulk,untargeted me-
dia coverage, but to strategically infiltrate key audiences. The result is Fired-up in-
fluencer endorsement, brand evangelism and peer-to-peer endorsement.

10. We pride ourselves in being game changers who don’t shove every client into a
generic one-fits-all package, but approach every project as a new frontier to
explore and cultivate.
Our programs are built to reach core audiences, whether that’s consumers,
retailers, health professionals, your growers or your sales force.
We’ll talk to them through press influencers, grassroots programs, electronic
communication or social networks – wherever they are, so are we.
Traditional PR looks like press releases, but we don’t
want you to look average.
WE THEM.
We don’t put out fires,
start

11. We don’t just get traditional mediums of communication like newspapers,
radio, television, newsletters, direct mail.
We understand the nuances of the flickering social web, and how to use
forums, blogs, microblogs, social networks, and video to create one-on-one
dialogue with target audiences.
We love helping clients cross the digital divide.
The media landscape’s gone through a growth spurt the
last few years, and we pride ourselves on not just keeping
up, but leading the way.
We are Cutting-Edge

12. Food communication should evoke passion for flavor, health benefits, culinary
exploration, and enjoyment that transcends the ingredients panel.
Ourvastexperiencewithhealthierfoodshastaughtushowtotalktoconsumers,not
just on a purely nutritional level, but in ways that help consumers understand the
story, the seduction and passion surrounding your product.
We are foodies in both work and life, and we understand
the business of nutrition and sustenance.
We Understand Food.

13. But to really breakout we believe in reframing the conversation.
Reframing the dialogue around your brand, product category and the culture we
play in to resonate with consumers and get them to think about your organization
or product, perhaps for the first time, in a new light.
We find many organizations play follow the leader – in
programs and spending.
We Believe in Changing
the Conversation.

14. GETS THINGS DONE:
weeks
MONTHS
MONTHS
DAys
MONTHS
weeks
DAYS
year
Fire
2
6
18
90
9
6
320
1
Defined and repositioned the brand,
ready to vet with consumers
Concept to finished product and
execution – including a highly disruptive
competitive strategy
From purchasing a drifting company
to national distribution to the sale to a
top-two beverage company
Crafted and launched advertising, PR,
social media and online – and raised
$6MM in capital
Created an online community of
over 1,000,000 engaged brand fans
Designed packaging around multiple
platforms, validated (qualitative and
quantitative) and finalized
Created a YouTube channel capable of
personalization by 20,000 agents worldwide
Grew distribution 750%

15. Two Weeks to Truth™
can be used to inform and kick-start:
Positioning Innovation Packaging
Product Design Communications Strategy/Execution
Two Weeks to Truth™
Not slow, not cumbersome, not just another deck full of words
A roadmap-for-doing that engineers success from day one
FIRE IS FAST THINKING
FAST VALIDATION.
HERE’S THE THINKING:
&

16. Short, intense workshop attended by your best thinkers and ours
We get unexpected, powerful, actionable answers
We walk away completely aligned and understanding a well-defined sweet spot
It’s robust:
We add social listening, crowd-sourcing, counsel from our advisory board (made
up of B2B and B2C marketing experts)
It’s unique:
Not just a deck full of words – the report includes positioning and brand essence,
brought to life through product concepts, tactics, creative or packaging
It’s valuable:
You end up with concepts and supporting materials you can take right to
validation – or right to launch if you’re ready for a real-world test
TWO WEEKS TO TRUTH, explained:

17. starters
fireOUR

18. Scott’stheskipperofourdigitalarm.He’sthevisionarybehind
the Flash program that set the industry on fire when the web
was born. He’s been doing digital for more than 10 years and
has been a force in the marketing biz for over 25. He’s been
referenced in white papers,has won every digital award imag-
inable and championed the “integrated” marketing approach
before it was fashionable to do so. As the consumer paradigm
continues to shift from tangible to digital and through social
channels, we’re grateful to have Scott help our clients navigate
unchartered waters.
Key Clients
Fresh Express
Chiquita
Best Buy
Chipotle
Jamba Juice
McDonalds
Rubbermaid
U.S. Cellular
Wal-Mart
Principal /
Chief Strategy Officer (digital)
Scott Snyder

19. Kelly gets the best out of people. He’s the driver behind all
of our creativity. Whether in print, product, digital or broad-
cast, Kelly harnesses the greatness within our amazing team of
designers. He’s strategic, organized and highly thoughtful. He
provides great insight and is continuously searching for the
latest trends, technology and design to offer our clients. It’s
a good thing for us (and the founder of our agency, Kelly’s
father, Lee Reedy) he decided to take up the family business.
Key Clients
American Standard
Atkins
Corazonas
Hunter Douglas
KC Masterpiece
Naked Juice
Sport Authority
Starz!
Principal /
Chief Creative Officer
Kelly Reedy

20. Eric’s ability to find the truth in what makes a business great is
uncanny. He’s the force behind our methodology, Two Weeks
to Truth.™ Thankfully, he didn’t pursue the career path he
initially chose when he started college at the Air Force Acad-
emy. He’s been in the business for more than 20 years and has
worked for the biggest brands on the planet. Some of Eric’s
writing is even in the permanent collection of the Smithso-
nian.
Key Clients
Activate
Atkins
Chiquita
Gorilla Glue
Hunter Douglas
KC Masterpiece
Naked Juice
Nesquick
Noodles & Company
Principal / Writer /
Challenger Brand Specialist /
Product Sales Visionary
Eric Kiker

21. Patrick has won design awards, built and sold businesses, led
companies and guided clients to great success. He has more
than 15 years of experience in design, brand development,
marketing and strategy. Eleven of those years have been with
LeeReedy/Xylem.He’salsobeenontheclientsideintheCMO
role.Hetrulyunderstandswhatittakestocreategreatproducts
and build great businesses. Don’t let the tattoos scare you.
Key Clients
Activate
Atkins
Chiquita
Hunter Douglas
KC Masterpiece
Naked Juice
Starz!
Sun Microsystems
CEO / Opportunity Finder
& Creative Visionary
Patrick Gill

22. With 13 years of digital experience, John leads the creative and
development teams for all online campaigns, creative and ap-
plication development engagements. His unique ability to in-
tegrate creative concepts with digital media, combined with his
genuinepassionforinteractive,oftenresultsinaward-winning
work. John has a natural way of connecting with clients and
constantly translating ideas into tangible marketing strategies.
He’s a technical guy who has a knack for putting all that geeky
tech talk into human language.
Key Clients
Audi
Chili’s
Chipotle
Gatorade
Jamba Juice
McDonald’s
Quiznos
Red Robin
Creative Director (digital)
John Gilbert

23. Rachel has an uncanny knack for igniting brand stories into
media bonfires and for generating communication ideas that
zero in on the desires of core audiences in a distinctive and
compelling way, earning her the award of “Most Creative” in a
past role. A purveyor of fine food communications, she knows
thedifferencebetweenanOmega-6andanOmega-3andrel-
ishes turning an ingredients panel into a front-page headline.
She’s also nationally recognized as one of the top public rela-
tions practitioners harnessing social media today – and is fre-
quently sought for comment on its use for business, including
byNaturalProductsMarketplace.Andyes,it’sRachelKay,not
Rachael Ray – she gets that a lot.
Key Clients
Alizé
Mary’s Gone Crackers
BellyBar
Conoco
Phillips
Coromega
Fruitabü
Kashi
Organic B.R.A.T. Wellness
Drink
PR Principal
Rachel Kay

24. Andrew is the nicest corporate renegade you’ll ever meet. As
our chief strategist, he thrives on creating relevant, captivat-
ing marketing and communication platforms. A Kellogg-
company alum, Aussie led Kashi marketing and business de-
velopment for 11 years, taking the brand from a quirky “tree
hugger” staple to a $350 million leader in the natural space.
Prior to Kashi, Andrew served in brand marketing at General
Motors and Procter & Gamble. Since Kashi, he has created
breakthrough strategic frameworks and initiatives for a num-
ber of mainstream and challenger brands, and founded his
own natural brand – Earnest Eats.
Key Clients
Annie’s Homegrown
Coca-Cola
Coromega
Glaxo Smith Kline
Kashi
Lotus Foods
PF Chang’s
Pinkberry Yogurt
Chief PR Strategist
Andrew Aussie

25. Tonya approaches every communications plan with an uncan-
nyabilitytofindoptimalconsumerconnectionpointsandde-
liver our clients’ messages to them in extraordinary ways. With
over 13 years experience, she began her career at Leo Burnett
in Chicago where she rolled up her sleeves to develop smart,
strategic, creative and results driven solutions. Always looking
beyond the numbers, Tonya maximizes the synergies between
media and creative strategies. Her interests include marathon
running, ski instructing and cooking.
Key Clients
Coors Brewing Company
Dell
Morgan Stanley
Procter & Gamble
Qwest Communications
Salomon USA
United Way
Xcel Energy
Media Strategist
Tonya Riley

26. fire in practice

27. The client’s Fire:
A few years ago after an outbreak of salmonella from an unknown source of spin-
ach,theFDAquicklyconductedacarefulauditofallU.S.growersandmanufactur-
ers of spinach in order to identify the source of the outbreak. While the audit for
most growers and manufacturers lasted for days, and even weeks, the Fresh Express
audit was quick and the company was complimented on its outstanding attention to
reportingdetail,aswellasitscommitmenttoconsumersafetypractice.Recognizing
that safety is important to everyone, the company hired LeeReedy/Xylem Digital to
share that message with consumers.
Fresh Express

28. HOW WE’VE HELPED
FRESH EXPRESS
Achieve measurable ROI on their marketing efforts:
“Your Salad Story” is the product traceability microsite we developed that was built
within FreshExpress.com to provide consumers with a quick and easy source of in-
formationabouttheirbagofsalad.Byeasilyenteringinaproductcodefromthebag
ofsalad,consumersarepresentedwithacompletestoryabouttheoriginofthatpar-
ticular bag. Individual growing areas are featured on the site to provide consumers
withadditionalinsightintothegeographiclocations,farmersandgrowingpractices
implemented by Fresh Express. The site is also designed to reinforce the company’s
personal commitment to quality, innovation and safety by highlighting individuals
associated throughout the
company’s growing,
harvesting, manu-
facturing and trans-
portation process.
Within 10 days of the
site’s launch, online
traffictoFreshExpress.
com increased 800%.

29. HOW WE’VE HELPED
FRESH EXPRESS
Completely transform
and improve marketing performance:
In two months, we helped convert a huge in-
crease of interested online lookers into en-
gaged Fresh Express relationships by add-
ing 40,000 subscribers to a new email
newsletter and signing up 130,000
people for a sweepstakes in just 8 weeks.
“Fresh Updates” is designed to provide
Fresh Express fans with the latest in nu-
tritional information, safety updates, fun
facts and delicious recipes.

30. Translate brand experiences
across every possible consumer touchpoint:
“Fresh Always Matters” is the mantra of Fresh Express and was a consistent theme
throughout the TV advertising and PR campaign that supported the launch of
“Your Salad Story”. The two-month announcement included heavy social media
introduction and discussion
by Mommy Bloggers, regu-
lar updates through Twit-
ter and Facebook, and
the opportunity for con-
sumers to win free salad
for a year by sharing their
salad stories and recipes
with Fresh Express.
HOW WE’VE HELPED
FRESH EXPRESS

31. Create fully integrated programs that recognize
today’s consumers are running the show:
Everything about our work for Fresh Express was designed to separate the brand
from the rest of the competition in the pre-packaged salad aisle by focusing on
the most important, but rarely mentioned, brand commitment to consumer safety
– and did so in a positive, proactive way. We created the social channels and dis-
cussion to provide consumers the opportunity to “share their salad stories,” and
rewarded them with coupons, as well as a steady diet of nutritious information to
positively affect their daily lives.
HOW WE’VE HELPED
FRESH EXPRESS

32. The client’s Fire:
Chiquitaenjoystheuniquedistinctionofbeingoneofthetopfivemostrecognized
brands in the world. In the 60s and 70s, Chiquita launched the biggest branding
effort ever by a fresh produce company and forever engrained Miss Chiquita and
the blue banana sticker into our memories – as long as you happen to be at least 40
yearsold.Buthowdoyoutakeaniconic“generation”brandlikeChiquitaandmake
it relevant to today’s generations?
Chiquita Brands
International

33. Achieve measurable ROI on their marketing efforts:
A new integrated website, CRM effort, social marketing element and PR program
raised the brand awareness level of the targeted 18-40-year-old audience 100%
from 18% to 36% in the first six weeks – while traffic to the website increased 700%
in just four weeks.
HOW WE’VE HELPED
CHIQUITA BRANDS
INTERNATIONAL

34. Completely transform and improve
marketing performance:
Chiquita actually represents much more than bananas. We worked with marketing
and product teams to reinforce how all Chiquita fruits, snacks, beverages and ini-
tiatives support a healthy, fresh and fun lifestyle. We integrated traditional media,
PR efforts and a customer service program into a shared platform to track con-
sumer interaction with the brand, monitor social discussions and quickly respond
to consumers through CRM efforts to demonstrate the company’s commitment to
customer satisfaction.
HOW WE’VE HELPED
CHIQUITA BRANDS
INTERNATIONAL

35. Translate brand experiences across every
possible consumer touchpoint:
We used the site as the primary vehicle to communicate health benefits, nutritional
valueandnewwaystohavefunwithChiquita–withthegoalofgeneratingdiscussion
through social channels. Chiquita.com reintroduces Miss Chiquita and the Chiq-
uitasongbyinvitingusersto“sing-along”karaoke-style,whilerecordingbothvideo
and audio to be posted on a Chiquita YouTube channel. The site also enables us-
ers to post photos of
themselves, friends
and family with cre-
ative placement of
the famous Chiquita
Sticker and to share
the photos with oth-
ers on the site as well
as on the Chiquita
Facebook Fan page.
HOW WE’VE HELPED
CHIQUITA BRANDS
INTERNATIONAL

36. Create fully integrated programs
that recognizetoday’s consumers are running the show:
Using fresh and fun as consistent themes throughout Chiquita’s media, PR, email
and online sites, we’ve reintroduced the brand in an authentic way to millions who
can still sing the Chiquita jingle, while introducing the brand in a retro, fun way
to recent generations who prefer to make their brand decisions based on the social
recommendations of others.
HOW WE’VE HELPED
CHIQUITA BRANDS
INTERNATIONAL

37. The client’s Fire:
Northcastle Partners purchased the Atkins brand out of near-bankruptcy in 2008.
Latest (June, 2010) Nielsen data shows gains of 46.5% in the last 26-week period
while the category is down 8.1% in the same period.
ATKINS NUTRITIONAL

38. Achieve measurable ROI on their marketing efforts:
Direct response metrics have been built into every executional tactic – culminating
in the client’s most important measurement – members of the Atkins community.
In one six-month period last year, our efforts helped double the size of the Atkins
community, adding more than 1M members.
HOW WE’VE HELPED
ATKINS NUTRITIONAL

39. HOW WE’VE HELPED
ATKINS NUTRITIONAL
Completely transform and improve
marketing performance:
In two weeks, repositioned an outdated, obscure brand to Sweet, Sexy, Science.
Muchmorethanaslogan,thispositiongaveustheabilitytoeasilydescribethethree
core tenets of the program – the sweet snacks, sexy results and scientific backing –
these became the pillars of all marketing.

40. HOW WE’VE HELPED
ATKINS NUTRITIONAL
Translate brand experiences across every
possible consumer touchpoint:
The mantra of the Atkins program is Lose 15 pounds in 2 weeks. This promise,
made richer by the fact that Atkins features lots of great tasting, eat anywhere food
choices, is communicated consistently across print, web, POS and television. Ac-
cording to recent Advertising Age data, 76-78% of people prefer to diet at home
– we’re giving consumers what they want.

41. Create fully integrated programs
that recognize today’s consumers are running the show:
Using the spokesperson we acquired on Atkins’ behalf, Courtney Thorne-Smith,
wegiveconsumersconstantaccess,inspirationandmotivationtojointhroughcon-
tact with Courtney via our website. This strategy is intended to help people feel en-
gagedandstickwiththebrand,buildingtruevalue.Werewardthroughmassmedia,
engage via web and support through our online community – making
and keeping everything free.
HOW WE’VE HELPED
ATKINS NUTRITIONAL

42. The client’s Fire:
After watching loved ones with high cholesterol give up their favorite snacks and
succumb to heart disease anyway, the founder of Corazonas used her passion and
CPG knowledge to create the only line of delicious snacks proven to help lower
cholesterol. She had a great product, but it was dying on store shelves – she had the
Fire to revive the brand and hired us to help.
CORAZONAS

43. Achieve measurable ROI on their marketing efforts:
Dramatically improved sell-in has been the first measure of Corazonas’ new-found
success.Atthe2010ExpoWestandFancyFoodShows,Corazonas’newpositioning
was a hit, attracting retailers and a Best of Show award. More significantly, Corazo-
nas has increased per market ACV by as much as 40% in just 60 days.
HOW WE’ve helped
CORAZONAS

44. Completely transform and improve
marketing performance:
Corazonaswascompetinglikeanyothersnack–andblendinginwith the rest of the
aisle. They needed to put a stake in the ground and stand out. That stake revolved
around recognizing that living with high cholesterol sucks the joy out of life – and
these delicious snacks provide freedom – from boredom and cheating. We created,
vetted,finalizedandrolledoutpackaging,shippers,web,print,outdoor,radioand
grassroots in just three months.
HOW WE’ve helped
CORAZONAS

45. Translate brand experiences across every
possible consumer touchpoint:
The byproduct of the freedom Corazonas gives people with high cholesterol is joy.
And that joy is evident (and presented in the first person) everywhere we’re talking
with consumers – radio uses real people, the website is constantly updated with what
real people are saying about our snacks. We even allow people to spread the joy by
ordering free I Care Packages for loved ones.
HOW WE’ve helped
CORAZONAS

46. Create fully integrated programs
that recognizetoday’s consumers are running the show:
Today’smostsuccessfulmarketersknowconsumershavetooptin,stayoptedinand
keep the conversation going and growing. For Corazonas, everywhere we go, we
start by asking a question: “What would you say to a snack that helps lower choles-
terol?” The responses put our consumers in the middle of the conversation – and
that’s how we’re keeping them engaged.
HOW WE’ve helped
CORAZONAS

47. The client’s Fire:
Naked Juice was a homespun, backyard, incredibly popular brand – unfortunately,
that success encompassed a very small part of the nation. The brand’s new owners
needed to spend wisely, move quickly and grow the brand aggressively across the
country to be able to attract a well-heeled buyer, which turned out to be PepsiCo.
The challenge was to take this niche brand mainstream without compromising the
soul of the brand and the reason it became popular in the first place with some of
the biggest health zealots in the world – Southern Californians.
NAKED JUICE

48. Achieve measurable ROI on their marketing efforts:
Naked ran one of the leanest operations we’ve ever seen. No mass marketing, save
a short, third-page campaign in People Magazine – a tough challenge given their
core competitor was an 800-pound gorilla…Odwalla. So it was crucial that every
piece of communication deliver highly efficient, highly differentiated and needle-
moving results. To achieve the upper hand, we leveraged and capitalized on the one
weakness we knew we could exploit – Odwalla added sugar and preservatives; Naked
didn’t. Nothing to Hide carried the message home with resonating results – distri-
bution increased market-by-market until Naked occupied at least half the cooler
previously dominated by Odwalla.
HOW WE’ve HELPED
NAKED JUICE

49. Completely transform and improve
marketing performance:
InitsSouthernCalifornia home, whereit wasfirstmarketed blanket-to-blanket on
Santa Monica’s beaches, the original Naked Juice look and feel was natural, healthy
and not-at-all slick. We worked with the owners to modernize and mainstream Na-
ked’s graphic architecture and voice without losing any of those highly authentic
attributes – graphics were natural, the voice was conversational. We consistently
applied these elements everywhere. Naked
went from local to national and
never changed its core.
HOW WE’ve HELPED
NAKED JUICE

50. Translate brand experiences across every possible
consumer touchpoint:
We developed a mantra for Naked – Expose Your Healthy Side. It tied to the ex-
tremely fun brand name and the tagline. It tied the product benefit to the con-
sumer emotion. We used this mantra everywhere – on the package, on the site, in
guerrilla marketing and grassroots events across the country.
HOW WE’ve HELPED
NAKED JUICE

51. Create fully integrated programs
that recognizetoday’s consumers are running the show:
EverythingaboutourworkforNakedwasdesignedtoover-
come the premium price obstacle to get the product into
people’s hands, mouths and minds. We sampled, we cou-
poned (in fact we gave double and triple coupons
with the message – Use this one for yourself, give
these to your friends.) We created a social network
that continually rewarded members. And we did all
ofthisacoupleyearsaheadoftoday’swell-knownso-
cial media musts.
HOW WE’ve HELPED
NAKED JUICE

52. Achieve measurable ROI on their marketing efforts:
Naked ran one of the leanest operations we’ve ever seen. No mass marketing, save
a short, third-page campaign in People Magazine – a tough challenge given their
core competitor was an 800-pound gorilla…Odwalla. So it was crucial that every
piece of communication deliver highly efficient, highly differentiated and needle-
moving results. To achieve the upper hand, we leveraged and capitalized on the one
weakness we knew we could exploit – Odwalla added sugar and preservatives; Naked
didn’t. Nothing to Hide carried the message home with resonating results – distri-
bution increased market-by-market until Naked occupied at least half the cooler
previously dominated by Odwalla.
HOW WE’ve HELPED
NAKED JUICE

53. The client’s Fire:
Jack Link’s Beef Jerky was a family generational brand with a strong regional pres-
ence in the Midwest. The brand had made significant progress in gaining national
distribution but faced a number of competitive and categorical challenges – mainly
in trying to stand out and become a mainstream snack of preference
in the beef jerky category, as well as a desirable snack alternative
to chips in the larger snack category. Jack Link’s had to
the Fire to shake-up the industry.
Jack Link’s Beef Jerky

54. Achieve measurable ROI on their marketing efforts:
With a new branding look in place, we worked with the client and other specialty
agencies to develop a brand persona that “embraced” beef jerky’s difference from
other ordinary snacks. “Feed Your Wild Side” was born along with “Messin’ With
Sasquatch.” While rooted in the brand’s core customer’s love of the outdoors, the
strategywasalsoreflectiveofthewildspirit(bravery)that’sinsideeverysnacker–just
waiting to show itself. In the first 18 months following the campaign launch, Jack
Link’s moved from the middle of the pack to #1 in customer awareness,
preference and sales across the country – and was the only brand
in the category to increase across every measurement. Today
the brand enjoys double-digit competitive advantages over
the rest of the field.
How We’ve helped
Jack Link’s Beef Jerky

55. Completely transform and improve
marketing performance:
We created a number of social and CRM outlets for consumers to “play” with Sas-
quatch and identify with the Jack Link’s brand. Our first email to 40,000 Jack
Link’s subscribers to play the online Sasquatch Games had a 10-1 pass-along ratio
and generated 80,000 new subscribers in just 10 days. We also created a “Messin’
With Sasquatch” microsite to support the growing interest in the campaign that
featuredgames,accesstoSasquatch’sFacebookandMySpacepages,as well as “alter-
nate”endingstothepopularTVcommercials.Traffictothesiteexceeded 1 million
users per month in the first year.
How We’ve helped
Jack Link’s Beef Jerky

56. Translate brand experiences across every possible
consumer touchpoint:
Jack Link’s was following the same competitive strategy as the other brands in their
category before they made a commitment to look beyond their comfort zone and
stand out in a mainstream way. “Feed Your Wild Side” was a brand statement that
appealed to consumers of all walks of life in one way or another. Adding Sasquatch
tothemixsimplypersonifiedtheconfidence,courageandcreativitythatconsumers
of beef jerky have over ordinary chip eaters. We created, vetted and
deployed a comprehensive market push across online, social,
CRM, TV, sponsorship, specialty and grassroots channels.
How We’ve helped
Jack Link’s Beef Jerky

57. Create fully integrated programs that recognize today’s
consumers are running the show:
With Sasquatch as a common brand identity point, the Jack Link’s brand appeals to
a wide range of audiences across an even wider range of marketing platforms. We
created the means for consumers to interact with the brand online through games,
converse with the brand through social networks, “share” their “wild side stories”
throughpostsonthewebsite,touchthebrandthroughpersonalappearancesatspe-
cial events, and extend the brand through the company’s increasing sponsorship of
mainstream sporting events like college football and televised poker tournaments.
How We’ve helped
Jack Link’s Beef Jerky

58. The client’s Fire:
Mary’s Gone Crackers is a line of gluten-free snacks that unite taste appeal with
satisfying nutrition. While the brand boasts a number of loyal followers, consum-
ers are skeptical a good tasting gluten-free food exists. In addition, Celiac disease,
which results in gluten intolerance, is still misunderstood and undiagnosed.
MARY’S GONE CRACKERS

59. Garner National Exposure in Key Press Outlets:
Television, print and blogs populated with influencers with reach in the millions
propel awareness of brands to consumers on the grandest scale. By nurturing re-
lationships with the press, we’ve secured top tier trade and consumer media cover-
age with impressions in the hundreds of millions, including The Today Show, The
Rachael Ray Show, Good Morning America, The Wall Street Journal, Prevention,
Shape,BetterNutrition,Today’sDietician,Scholastic ParentandChild,Gourmet
Retailer, Natural Products Marketplace, Food CEO, Whole Foods Magazine and
many others.
How We’ve helped
MARY’S GONE CRACKERS

60. Get Key Influencers to do the Talking:
Consumers of gluten-free foods look to leaders in research and nutrition for di-
etary recommendations. We brought together some of the most highly respected
Celiac thought leaders in NYC for a gluten-free summit to discuss developments
and sample products. Attendees included Dr. Peter Green, premier researcher
and CNN contributor, Erin Smith, founder of Gluten-Free Fun blog and orga-
nizer of world’s largest gluten-free meet-up, and Nancy Ehrlich Lapid, the Celiac
Disease writer for About.com. Impressions secured were more than 45.9 million
in addition to lasting relationships with key Celiac Disease influencers.
How We’ve helped
MARY’S GONE CRACKERS

61. Trial by Target Consumers:
Gluten-free aficionados are quick to recommend favorite finds to others. The en-
joyment of food is in the eye of the consumer, so we identified and sampled more
than 1,500 gluten-free consumers via 55 celiac meet-up groups across the country.
A taste standout in the growing gluten-free food market, consumer were quick to
learn that good-for- you food can taste delicious, driving sales at key retailers na-
tionwide.
How We’ve helped
MARY’S GONE CRACKERS

62. Atkins Nutritionals
Jennifer McGhee
VP of Marketing
1050 17th Street, Suite 1000
Denver CO 80265
303-633-2845
jmcghee@atkins.com
Corazonas Foods Inc.
Ramona Capello, CEO & President
11900 W. Olympic Boulevard, Suite 630
Los Angeles, California 90064
310.622.9552
ramona@corazonas.com
LeeReedy/Xylem Digital
Scott Snyder,
Principal/Chief Strategy Officer
1480 Humboldt Street
Denver, Colorado 80218
ssnyder@xylemdigital.com
303.865.8244
Chiquita Brands International
Jacquie Aberegg, Brand Manager
250 East Fifth Street
Cincinnati, Ohio 45202
831.455.5940
JAberegg@chiquita.com
Fresh Express
Becky Kanow, Marketing Manager
Fresh Express
607 Brunken Ave.
Salinas, CA 93901
831-772-7211
BKanow@chiquita.com
CLIENTS with fire
References –
AGENCY CONTACT

63. Now, close this book.
Flip it over. And read thE other
side of the story – about you.