2021 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA

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2021 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA
2021 WINNERS
ACTIVATION PLAYBOOK
2021 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA
CONTENTS

1. HOW TO USE THIS DOCUMENT

2. ACTIVATION PRINCIPLES

3. ACTIVATION EXAMPLES BY MEDIA

      •   Press Release

      •   Print

      •   Television

      •   FSI

      •   Packaging

      •   In-Store / Display

      •   Digital

      •   Social

      •   Outdoor

      •   Trade

      •   Experiential

      •   Hispanic
2021 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA
HOW TO USE

CONGRATULATIONS!
 Y O U ’ R E            A      2 0 2 1        W I N N E R

 You now have the exclusive rights to one of the most
 powerful consumer based credentialing programs to help
 you boost sales, distribution, awareness and team morale.

 NOW BEGINS THE IMPORTANT TASK OF
 PUTTING YOUR AWARD TO WORK.

 This document is a compilation of Best Practices for applying the
 Product of the Year logo across all communication touch points.

 We’ve selected activation examples from US winners over the last
 11 years.

 These examples are designed to inspire your activation planning
 and facilitate discussions on what an integrated activation plan can
 look like for leveraging your Product of the Year win.
2021 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA
ACTIVATION
PRINCIPLES

1.   ACTIVATE AT “FIRST MOMENT OF TRUTH”
     The at-a-glance and intuitive nature of the Product of the Year award
     makes it an effective credentialing device at point of purchase

2.   REFERENCE THE 40,000
     Consumers respond to knowing that winning products have been
     voted on by shoppers like them. 44% of shoppers are likely to buy a
     product recommended by 40,000 consumers (Kantar Research)

3.   INTEGRATE INTO MESSAGE
      Most effective communication of the Product of the Year award is
      integrated within the brand message, not merely stand alone

4. NOT MEANT FOR THE CORNER
      The Product of the Year logo was purposely designed and tested to
      “pop” and attract attention across all marketing environments

5.   EXTEND THE “NEW”
      Product of the Year is not only designed to strengthen the
      communication of “new”, but once the 6 month window of claiming
      “new” closes, the Product of the Year logo extends the perception
      of news for products in the market
2021 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA
PRESS RELEASE

                Prepare and release an
                announcement of the
                Product of the Year win
                for distribution on
                February 18th, 2021

                Emphasize the specifics
                of your product
                innovation and reference
                that Product of the Year is
                a consumer based award
                for innovation

                Use Brand Team quote to
                integrate other consumer
                related data/insights
2021 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA
PRINT

                                                                                                                                                             Consider a dedicated
                                                                                                                                                             execution highlighting the
                                                                                                                                                             Product of the Year award

                                                                                                                                                             Develop within the
                                                                                                                                                             character of the brand
© 2016 Edgewell. Playtex and all other trademarks are owned or licensed by Edgewell.

                                                                                       A PAD THAT STAYS COMFORTABLE.                                         If a dedicated execution
                                                                                       NO MATTER HOW HARD YOU PLAY.
                                                                                                                                                             is not possible, note that
                                                                                                                                                             several winners repurpose
                                                                                                                                                             existing creative and
                                                                                                                                                             simply “tag" the Product
                                                                                                                                                             of Year logo within body
                                                                                                                                                             copy

                                                                                         Ultra Thin Pads from Playtex® Sport® have a
                                                                                         Qwik-Dry Absorbent Core to keep you feeling fresh,
                                                                                         and a FlexFit design to twist and turn with your
                                                                                         body. Sport Level Protection™
                                                                                                                     , so you can Play On®.

                                                                                         Winner in Feminine Care category. Survey of 40,000 people by TNS.
2021 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA
PRINT

        Adding copy like “Voted
        #1” while also referencing
        the number of consumers
        and the category is a
        driver in lifting consumer
        purchase interest
2021 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA
PRINT

                                                                                                                            Develop an execution that
SMIRNOFF Red, White & Berry. Vodka Infused With Natural Flavors. 30% Alc/Vol. The Smirnoff Co., Norwalk, CT. ITM-00139655   allows the Product of the
                                                                                                                            Year logo to “pop” and be
                                                                                                                            noticed
2021 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA
TELEVISION

             A growing number of
             winners are developing
             dedicated TV spots to
             announce the Product
             of the Year win

             A dedicated message
             allows the spot to be
             executed as a :15 and
             within the character of
             the brand

             Most winners repurpose
             existing product launch
             spots, tagging the
             Product of the Year win
             as a :05 tag

             End frame should be both
             see / say of the award,
             referencing both name of
             category and # of
             consumers voting
2021 WINNERS ACTIVATION PLAYBOOK - Product of the Year USA
FSI

                                                                                               Consider featuring
                 A dedicated FSI featuring                                                     Product of the Year in the
ure Protein MyMagazine (Sept.)
                 the Product of the Year
                 logo has proven to
                                                                                               headline, announcing the
                                                                                               award
ound 2, Option 1 increase coupon
                 redemption consideration
                 by 24%                                                                        Include category name
                                                                                               and # of consumers
     Shown at 80% actual size.

                                                                                                                         HAVE YOU TRIED OUR
                                                                                         AWARD-WINNING PERIOD PRODUCTS?
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                                                                       † Winner in Feminine
                                                                       Care category. Survey of                            #40,0
                                                                       40,000 people by TNS.

                                                                             MANUFACTURER’S COUPON EXPIRES 00/00/2017                        MANUFACTURER’S COUPON EXPIRES 00/00/2017                        MANUFACTURER’S COUPON EXPIRES 00/00/2017

                                                                       Save                                                            Save                                                            Save

                                                                       $
                                                                             1.00
                                                                       on any ONE (1) package of
                                                                       BRAND® Product Name
                                                                                                                         Product
                                                                                                                          Image
                                                                                                                                       $
                                                                                                                                             1.00
                                                                                                                                       on any ONE (1) package of
                                                                                                                                       BRAND® Product Name
                                                                                                                                                                                         Product
                                                                                                                                                                                          Image
                                                                                                                                                                                                       $
                                                                                                                                                                                                             1.00
                                                                                                                                                                                                       on any ONE (1) package of
                                                                                                                                                                                                       BRAND® Product Name
                                                                                                                                                                                                                                                         Product
                                                                                                                                                                                                                                                          Image

                                                                       (not valid on 9 ct. or less)                                    (00 ct. or larger)                                              (00 ct. or higher)

                                                                     Reproduction, alteration, proliferation,                        Reproduction, alteration, proliferation,                        Reproduction, alteration, proliferation,
                                                                     or sale of this coupon or its contents                          or sale of this coupon or its contents                          or sale of this coupon or its contents
                                                                     is strictly prohibited. Civil and criminal                      is strictly prohibited. Civil and criminal                      is strictly prohibited. Civil and criminal
                                                                     penalties up to $2,000,000 and/or                               penalties up to $2,000,000 and/or                               penalties up to $2,000,000 and/or
                                                                     imprisonment may apply.                                         imprisonment may apply.                                         imprisonment may apply.
                                                                     CONSUMER: LIMIT ONE (1) COUPON PER PURCHASE                     CONSUMER: LIMIT ONE (1) COUPON PER PURCHASE                     CONSUMER: LIMIT ONE (1) COUPON PER PURCHASE
                                                                     on product/quantity specified. CANNOT BE COMBINED               on product/quantity specified. CANNOT BE COMBINED               on product/quantity specified. CANNOT BE COMBINED
                                                                     with any other coupon. Any other use constitutes                with any other coupon. Any other use constitutes                with any other coupon. Any other use constitutes
                                                                     fraud. VOID IF COPIED, SCANNED, TRANSFERRED,                    fraud. VOID IF COPIED, SCANNED, TRANSFERRED,                    fraud. VOID IF COPIED, SCANNED, TRANSFERRED,
                                                                     AUCTIONED, PURCHASED OR SOLD. RETAILER:                         AUCTIONED, PURCHASED OR SOLD. RETAILER:                         AUCTIONED, PURCHASED OR SOLD. RETAILER:
                                                                     K-C will reimburse you the face value of                        K-C will reimburse you the face value of                        K-C will reimburse you the face value of
                                                                     this coupon plus $.08 handling if submitted                     this coupon plus $.08 handling if submitted                     this coupon plus $.08 handling if submitted
                                                                     in compliance with our Coupon Redemption                        in compliance with our Coupon Redemption                        in compliance with our Coupon Redemption
                                                                     Policy. Mail coupons or requests for Policy                     Policy. Mail coupons or requests for Policy                     Policy. Mail coupons or requests for Policy
                                                                     to: Kimberly-Clark 1112, P.O. Box 880001,                       to: Kimberly-Clark 1112, P.O. Box 880001,                       to: Kimberly-Clark 1112, P.O. Box 880001,
                                                                     El Paso, TX 88588-0001. Void where prohibited                   El Paso, TX 88588-0001. Void where prohibited                   El Paso, TX 88588-0001. Void where prohibited
                                                                     or restricted. Cash value 1/100 cent. Valid only                or restricted. Cash value 1/100 cent. Valid only                or restricted. Cash value 1/100 cent. Valid only
                                                                     in the USA, its Territories and Possessions.                    in the USA, its Territories and Possessions.                    in the USA, its Territories and Possessions.
                                                                     ® Registered Trademark or * Trademark of                        ® Registered Trademark or * Trademark of                        ® Registered Trademark or * Trademark of
                                                                     Kimberly-Clark Worldwide, Inc. © KCWW.                          Kimberly-Clark Worldwide, Inc. © KCWW.                          Kimberly-Clark Worldwide, Inc. © KCWW.
                                                                     GNAD-0000 A0X C-000000                                          GNAD-0000 A0X C-000000                                          GNAD-0000 A0X C-000000

                                 03.20.18 Pure Protein MyMagazine (September), Round 2 • 1
FSI

                                                                                                                                          ENJOY THE TASTE
                                                                                                                                          OF VICTORY

                                                                                                                                                                                                                                                                     6.25.18
                                                                                                                                                                                                                    Survey of 40,000 people by Kantar TNS
                                                                                                                                                                                                                       Winner Frozen Entrée Category

                                                                                                                                                                                                                                                                         RM
                                                                                                                                                                                                  MANUFACTURER COUPON EXPIRES 1/27/19

                                                                                                                                                                                                                                                                                                                                                                                                   TOTAL NUMBER OF COLORS: 4/0
                                                                                                                                                                                                        SAVE $200
                                                                                                                                                                                              on any ONE (1) bag of
                                                                                                                                                                                        COOKED PERFECT Fire Grilled Chicken
                                                                                                                                                                                           Find COOKED PERFECT® Fire Grilled Chicken
                                                                                                                                                                                                   in the Frozen Foods Aisle

                                                                                                                                                                                                                                                            hmf80794_fgc_mymag_gameday_m2.indd
            ®
                              HAZELNUT                                      CHEWY

                                                                                                                                                                                                                                                                                                 DESCRIPTION: Ad with Coupon
                         FILLING                                                                          CHOCOLATE.

                                                                                                                                                                                                                                                                                                                               TRIM SIZE: 5.5" x 8.875"
                                                                                                                                            Step up your appetizer game with the

                                                                                                                                                                                                                                                                                                                                                                              BLEED SIZE: .125X"
                                                                                                                                                                                                                                                                                                                                                          LIVE AREA: .125X"
                MANUFACTURER’S COUPON | DO NOT DOUBLE | EXPIRES 4/30/18
                                                                                                                                             hard-hitting flavors of Cooked Perfect     TO THE RETAILER: We will pay you the face value of the

 Save 50¢
                                                                                                                                                                                        coupon plus 8 cents if all terms are met. TERMS: Good
                                                                                                                                           Fire Grilled Chicken. These easy apps are

                                                                                                                                                                                                                                                            FILE NAME:
                                                                                                                                                                                        only in USA. LIMIT ONE COUPON PER PURCHASE.
                                                                                                                                                                                        Coupon void if a reproduction; transferred before store
                                                                                                                                           big crowd-pleasers because each bite of      redemption; prohibited, licensed, taxed or restricted;
                                                                                                                                                                                        not presented by you; you do not show on request
                                                                                                                                                                                        product invoices for all redeemed coupons. Customer
                                                                                                                                          chicken is grilled over an open flame. Pick   pays sales tax. Mail To: Home Market Foods, Inc., CMS
 Save 50¢                               ®
                                              pack                                                                                          out a delicious lineup from a variety of
                                                                                                                                                                                        Dept #36669, 1 Fawcett Drive, Del Rio, TX 78840.
                                                                                                                                                                                        © 2018 Home Market Foods, Inc. All rights reserved.

                                                                                                                                                     unique flavors and cuts.
                Consumer: Good only on purchase of product(s) indicated. Coupon cannot be used in combination with any other
                coupon. Valid only in USA, APO’s and FPO’s. Void if sold, transferred, reproduced, prohibited, taxed or restricted. You
                pay any sales tax. LIMIT ONE COUPON PER PERSON. Retailer: DO NOT DOUBLE COUPON. Storck USA, L.P. will
                reimburse you the face value of this coupon plus 8¢ for handling if submitted in accordance with our Coupon
                Redemption Policy, available at www.nchmarketing.com. Cash value 1/20¢. Send coupon to: Storck USA, L.P. (#299),
                                                                                                                                          FIRE MAKES GAME DAY BETTER
                NCH Marketing, P.O. Box 880001, El Paso, TX. 88588-0001 ©2018 Storck USA, L.P.

      Execute copy to announce
      the award in the context                                                                                                                        Highlight logo and
      of the product innovation                                                                                                                       execute copy in relation
      and within the character                                                                                                                        to your win
      of the brand
SMALL GAUZE PADS

          PACKAGING
          25 2 x 2 in (5.1 x 5.1 cm)
                   SMALL GAUZE PADS

                                                      Registering the Product of
                                                      the Year logo on package
                                                      has proven breakthrough
                                                      on shelf and positively
                                                      impacts purchase
d apply
e.                                                    consideration
 eep or   NATURALLY SOOTHING                   NATURALLY SOOTHING
 velops   ELIMINATES BACTERIAL ODORS           ELIMINATES BACTERIAL ODORS

          SMALL GAUZE PADS                     SMALLEnsure
                                                     GAUZEgreatest
                                                            PADS impact by
                                                       placing logo in context of
                                 INFUSED
                                                       important product INFUSED
                                    WITH
                                 BAKING                attribute information,
                                                                            WITH
                                                                        BAKING
                                   SODA                                    SODA
                                                       product claims or
                                                       dominant package

          25 2 x 2 in (5.1 x 5.1 cm)
                   SMALL GAUZE PADS
                                           *
                                               25 2 x 2 in (5.1 x 5.1 cm)
                                                        SMALL GAUZE
                                                       features (i.e. lidsPADS/ tops)

                                                      The required # of
                                                      consumers voting and
                                                      category name can be
                                                      referenced on back if
                                                      packaging space is limited

                                                      Logo treatment is highly
                                                      dependent on available
                                                      label real estate
PACKAGING

                                                                                                                                                                                                                       Most effective activation
                                                                                                                                                                                                                       on package includes a
                                                                                                                                                                                                                       front and back execution
                                                                                                                                                                                                                       of the Product of the
                                                                                                                                                                                                                       Year logo.

                                                                                                                                                                                                                       Back of package logo
                                                                                                                                                                                                                       execution may contain
                                                                                                                                                     Nutrition Facts
                                                                                                                                                                                                                       more information of the
                                                                                          GLUTEN BITE                                                About 3.5 servings per container
                                                                                                                                                     Serving size 1 oz (28g/about 45 rice cakes)
                                                                                                                                                                                                                       Product of the Year award.
                                                        White
        WE’RE GOLD EMBLEM:                                                                 FREE SIZED                                                Amount per serving

                                                                                                                                                     Calories                                       120
         OUR STANDARD IS

      DELICIOUS
                                                                                                                                                                                              % Daily Value*

                                                        Cheddar FLAVORED
                                                                                                                                                      Total Fat 4g                                               5%
                                                                                                                                                         Saturated Fat 0.5g                                      3%
  We are all about our ancient grains. That’s why                                                                                                       Trans Fat 0g
 we added sprouted grain quinoa to brown rice to                                                                                                        Polyunsaturated Fat 0.5g
 make our new bite-sized rice cakes. And when we                                                                                                        Monounsaturated Fat 2g
 mixed in some zesty cheddar cheese flavor, they                                                                                                      Cholesterol less than 5mg                                2%
  became a tasty sensation we just had to share.
    These crunchy little treats are whole grain         Quinoa & Rice Cakes                                                                           Sodium 260mg
                                                                                                                                                      Total Carbohydrate 18g
                                                                                                                                                                                                              11%
                                                                                                                                                                                                                 7%
     and gluten free, making them one of our                                                                                                             Dietary Fiber 0g                                        0%
                                                                                                                                                        Total Sugars less than 1g
              favorite savory snacks.
                                                        WHOLE GRAIN                                                                                       Includes 0g Added Sugars                               0%
  At Gold Emblem abound®, we believe a healthy                                                                                                        Protein 2g
 life should be a tasty life. That’s why we carefully
  source nutritious ingredients that satisfy your                                                                                                    Vitamin D 0mcg                                             0%
 cravings, but never give up great taste. We make                                                                                                    Calcium 20mg                                               2%
                                                                                                               VES
   choosing nourishing snacks simple. Because                                   NO   ARTIFICIAL PRESERVATI                                           Iron 0.6mg                                                 4%
       with us, wholesome choices abound.                                                                                                            Potassium 38mg                                             0%

                                                                                NO   ARTIFICIAL FLAVORS                                                * The % Daily Value (DV) tells you how much a nutrient in
                                                                                                                                                       a serving of food contributes to a daily diet. 2,000 calories
                                                                                                               S
                                                                                     ARTIF ICIAL SWEE TENER
                                                                                                                                                       a day is used for general nutrition advice.
                                                                                NO                                                                  INGREDIENTS: WHOLE GRAIN BROWN
                                                                                NO    ARTIFICIAL COLOR S                                            RICE, WHITE RICE FLOUR, SEASONING
                                                                                                                                                    (CHEDDAR CHEESE [CULTURED MILK,
                                                                                                               SYRUP
                                                                                NO    HIGH FRUCTOSE CORN                                            SALT, ENZYMES], WHEY, SALT,
                                                                                                                                                    BUTTERMILK, NATURAL FLAVOR,
                                                                                                                                                    LACTIC ACID), SUNFLOWER OIL,
                                                                                                                                                    YELLOW CORN, WHOLE QUINOA.
                                                                                                                                                    ALLERGY INFORMATION: CONTAINS MILK.
                                                                                                                                                    Distributed by: CVS Pharmacy, Inc.

                                                                                                                                                                                                                       Side of pack execution
                                                                                                                                                    One CVS Drive, Woonsocket, RI 02895
                                                                           *                                                                        © 2019 CVS/pharmacy
                                                                                                                                                    CVS.com® 1-800-SHOP CVS
                                                                                                                                                    Manufactured in the U.S.A.
                                                                                                                                                    V-33971
                                                                                                                                                    *Survey of 40,000 people by Kantar TNS
                                                                                                                                                    Winner Better-For-You Snack Category.
                                                                                                                                                    We guarantee you’ll love this item
                                                                                                                                                    or your money back.
                                                                                                                                                                                                                       should also be a
                                                                                                                                                                       #228856

                                                                                           120
                                                                                          CALORIES
                                                                                                     0.5g
                                                                                                     SAT FAT
                                                                                                                   260mg
                                                                                                                   SODIUM
                                                                                                                            per 1 oz
PACKAGING

  IRC   NECK TAG

                   The Product of the Year
                   logo featured on IRC’s and
                   Neck tags is an effective
                   device for further driving
                   coupon redemption and
                   overall purchase interest
IN-STORE
DISPLAY
           Winners frequently
           feature Product of the
           Year logo on special
           displays

           Size of pack and
           available label real-
           estate may require
           Product of the Year
           logo to be featured
           on display or product
           case rather than each
           individual package

           This is also common
           within some Club
           channels
IN-STORE
DISPLAY
SHIPPER / DISPLAY HEADER

                                     VOTED # 1
                                                                                                  Product of the Year logo
                                                                                                  can be effectively
                                                                                                  incorporated on header
                                                                                                  cards for shippers / case
                                                                                                  displays

                                         Winner sensitivity pain relief category.
                                          Survey of 40,000 people by TNS

                                                                                                  In-Store shelf violators and
SHELF DANGLER                                                                                     floor talkers also make
                                                                                                  effective devices to
/ VIOLATOR                                                                                        feature the Product of the
                                                                                                  Year

                                                                               FLOOR TALKER

              2013                                                                         2013

       Real Fruits.                                                                 Real Fruits.
       Real Nuts.                                                                   Real Nuts.
       Real Recognition!                                                            Real Recognition!

       Winner, Breakfast Category.                                                  Winner, Breakfast Category.
       Survey of 50,138 people by TNS.                                              Survey of 50,138 people by TNS.
IN-STORE
                                                  DISPLAY

                                            IN STORE / DIRECT
         INSERT - ROUND 7
022515i_ALD_MASTER_PG.2-3
                           T:21”
                                            MAIL CIRCULAR
                          S:20.5”

                                                                                                                                                                                                            MAIN DISHES & SNACKS
Set
 x 28" H
                                                                                                                                                                                                                                                                              WAS 1.79
                                                                                                                                                                                                                                                                                                                                         Use Product of the Year
                                                                                                                                                                                                                                                                             1.59
                                                                                                                                                                                                                                                                                                                                         logo on promotional
                                                                                                                                                      2.99                                     99¢                              1.79
                                                  6.99 Mama Cozzi’s Pizza Kitchen Build-A-Pizza Kit
                                                                    Comes with sausage, pepperoni, vegetables and seasonings
                                                                    to create your own 12" pizza. 29 oz.
                                                                                                                                                      Bremer Garlic Chicken
                                                                                                                                                      or Alfredo Chicken
                                                                                                                                                      Skillets
                                                                                                                                                                                               Reggano
                                                                                                                                                                                               Skillet Dinners
                                                                                                                                                                                               Assorted varieties.
                                                                                                                                                                                                                                L’oven Fresh Parmesan
                                                                                                                                                                                                                                Romano or Garlic Herb
                                                                                                                                                                                                                                Garlic Bread
                                                                                                                                                                                                                                                                        Brookdale
                                                                                                                                                                                                                                                                        Chunk Chicken Breast
                                                                                                                                                                                                                                                                        12.5 oz.
                                                                                                                                                                                                                                                                                                                                         collateral
                                                                                                                                                      21 oz.                                   5.6-6.4 oz.                      10 oz.

                                                  2.99                                             1.99
                                    PIZZA NIGHT

                                                  EACH
                                                  Mama Cozzi’s Pizza Kitchen
                                                  2-Pack Pizza Crusts With Sauce
                                                                                                   Mama Cozzi’s
                                                                                                   Pizza Kitchen
                                                                                                   Cheese Pizza
                                                                                                                                                                                                                                                                                                                                         Ensure that the logo is
                                                  Thin or Original. 24-32 oz.                      20 oz.
                                                                                                                                                                                      2.49                           5.99                         1.99
                                                                                                                                                      3.99                            Mama Cozzi’s Pizza             Mama Cozzi’s                 Appetitos                    39¢                                                       featured in the proper
                                                                                                                                                                                      Kitchen Combo or               Pizza Kitchen                Frozen Appetizers            Cheese Club
                                                                                                                                                      Kirkwood
                                                  99¢                                              1.99
                                                                                                                                                                                      Pepperoni Pizza                Combination                  Assorted varieties.          Macaroni
H                                                                                                                                                     Chicken Nuggets                 Snacks                         Bagel Pizzas                 8-11 oz.                     and Cheese
emill
ntials
orn Seasoning
                                                  Stonemill
                                                  Essentials
                                                  Italian
                                                                                                   Mama Cozzi’s
                                                                                                   Pizza Kitchen
                                                                                                   Sliced
                                                                                                                                                      29 oz.                          20 oz.                         31.1 oz.                                                  7.25 oz.
                                                                                                                                                                                                                                                                                                                                         context of the winning
ed varieties.                                     Seasoning                                        Pepperoni
oz.                                               1.35 oz.                                         6 oz.
                                                                                                                                                                                                                                                                                                                                         product
                                                  3.29                                             2.79
                                                                                                                                                                                                                                                                                                                    S:10.5”

                                                                                                                                                                                                                                                                                                                              T:11”

                                                                                                                                                      2.29                                     1.79                             1.99                                    1.99
                                                  Happy                                            EACH
                                                  Farms                                            Happy Farms
                                                  Shredded                                         Shredded                                           EACH                                     Clancy’s Microwave               EACH                                    EACH
                                                  Mozzarella                                       Italian or Taco                                    Clancy’s Traditional                     Butter Popcorn                   Savoritz Pita Crackers                  Little Salad Bar

                                                                                                                                                                                                                                                                                                                                         The Product of the Year
                                                  Cheese                                           Cheese                                             or Cheddar Party Mix                     17.4 oz.                         Garlic & Chive or Sea Salt.             Hummus
                                                  16 oz.                                           12 oz.                                             15 oz.                                                                    5 oz.                                   Assorted varieties. 10 oz.

                                                                            AWARD WINNER                                                                                                                  2.49                           3.99                               4.99
                                                                                                                      4.99
                                                                                                                                                                                                          Gluten Free
                                                                                                                                                                                                          Soft Baked Cookies
                                                                                                                                                                                                          Assorted varieties.
                                                                                                                                                                                                                                         Gluten Free
                                                                                                                                                                                                                                         Whole Grain
                                                                                                                                                                                                                                         or White
                                                                                                                                                                                                                                                                            Gluten Free Chicken
                                                                                                                                                                                                                                                                            Breast Nuggets
                                                                                                                                                                                                                                                                            16 oz.
                                                                                                                                                                                                                                                                                                                                         logo breaks through
                                                                                                                      EACH                                                                                6 oz.                          Bread

9
                                                                                                                      Gluten Free
                                                                                                                      Pepperoni
                                                                                                                      or Cheese
                                                                                                                      Pizza
                                                                                                                                                                                                   TM                                    12 oz.
                                                                                                                                                                                                                                                                                                                                         clutter and crowded
ino
                                                  Survey of 40,000 people by TNS in the Convenience Meals Category.
                                                                                                                      10 oz.

                                                                                                                                                     Over 15 Gluten Free products in stores every day.
                                                                                                                                                                                                                                                                                                                                         environments
                                                                                                1.19                                                 3.29
                                                                                                                                                     EACH
                                                                                                                                                                                                          2.99
                                                                                                                                                                                                          EACH
                                                                                                                                                                                                                                                          1.49
                                                                                                                                                                                                                                                          EACH
                                                  WAS 2.49                                      Gluten
                                                                                                                                                     Gluten Free                                                                                          Gluten Free
                                                  1.89                                          Free Rice
                                                                                                Pasta &                                              Ravioli or                                           Gluten                                          Multiseed
                                                                                                                                                     Cheese                                               Free Mix                                        Crackers
                                                                                                Cheddar                                                                                                   Brownie,
                                                                                                6 oz.                                                Lasagna                                                                                              Assorted
                                                                                                                                                     9 oz.                                                Baking                                          varieties.
                                                                                                                                                                                                          Mix,Chocolate                                   4.25 oz.
                                     Gluten Free                                                                                                                                                          Chip Cookie
                                     Pretzel                                                                                                                                                              or Yellow
                                     Sticks or                                                                                                                                                            Cake. 15-19 oz.
                                                                                                                                                                                                                                                                                                     022515i_ALD_

                                     Mini Twists
                                     8 oz.

                                                                                                                                                                                                                            Special Buys begin Wednesday, February 25
                                                                                                                                                                                                                                                                                                                                      OUT OF STOCK CARD
Birmingham • MI • 48009 • 248-203-8000

                                                                                                                 APPROVALS: INITIAL/DATE
sion: —                                                                                                           MAC ARTIST      ACCT COORD PROOFREADER ART DIRECTOR

   022515i_ALD_Master
#: 022515i_ALD_Master_Spread
                                                             Creative Director Julian Putti
                                                             Art Director Ed Parks
                                                             Copywriter Mike Stocker                              COPYWRITER     PRODUCT SPEC    ART BUYER       LEGAL
0.5”
                                                             Acc’t Executive Matt F.
11”                                                          Acc’t Coordinator Brianna Slater
11”                                                          MAC Artist None
                                                             Production Robin Kujawa 248-203-8833
                                                                                                                  CREATIVE DIR   EXEC CREA DIR ASST ACCT EXEC   ACCT EXEC
 tif,Backgrounds_Butch-   Pubs —
e_LOGO_ForLightBkgrds.
8_HAS_GuessWho_PKG.
28_HAS_Connect4_PKG.
ssland
                          Pre Press Studio 360                                   Inks CMYK                        SR ACCT EXEC    ACCT SUPER    ACCT DIRECTOR PRODUCTION

         Fonts Helvetica Rounded LT Std, ALDI SUED NOTES: None
D
         OT, Tiza, Times

                                                                      Out of Stock cards are an effective
                                                                      way to maintain credentialing
DIGITAL

          Headline copy in brand
          sites can creatively
          announce the win while
          also emphasizing benefit
          language

          Provide dominant use of
          Product of the Year logo
DIGITAL
SOCIAL
Dedicated Social Media Playbook will be provided Jan 2020

                                             TWITTER
                                             Build up to the
                                             announcement of your
                                             Product of the Year win

                                             Engage followers on
                                             Awards Night using
                                             images captured at the
                                             Awards Show

      Integrate the Product of
      the Year win and seal with           PINTEREST
      your Instagram content

      INSTAGRAM
SOCIAL

                                  The Product of the Year
 Use the Product of the           award can also generate
 Year logo as a device to         consumer engagement by
 solicit Likes on Facebook        asking for their own
                                  “review” of the product

                       FACEBOOK
OUTDOOR

          Outdoor makes an
          effective media for
          announcing the Product of
          the Year award.

          The headline can be
          simple (“Winner”) and the
          Product of the Year logo
          communicates easily at-a-
          glance.
TRADE

        Product of the Year can be
        featured on Trade
        giveaways (i.e. collateral
        cube) within the context
        of other product
        innovation information

        Several winners announce
        their win — in concert with
        their press release — using
        a trade ad

        Ad placement in the trade
        pubs typically generates
        added value editorial for
        the winning products
SALES

        Product of the Year can be
        featured in sales decks,
        internal communications,
        or corporate
        presentations.

        Provide your sales team
        details about the award to
        share with retailers and
        buyers.
EXPERIENTIAL

               For appropriate products,
               the Product of the Year
               logo can be effectively
               used in the context of
               product demos /
               experiential tactics.

               The award has
               demonstrated to lift
               engagement with these
               types of initiatives
HISPANIC

                              Winners are encouraged
                              to activate the Product
                              of the Year logo to
                              support their Hispanic
                              efforts in the US

Winners typically repurpose   Product of the Year will
main market assets for        provide an Hispanic
Hispanic adaptations          version of the logo. All
                              guidelines apply.

                                  HISPANIC TV
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