• 83% of households participate in Trick or Treating, Candy is the #1 purchased

item 80%

• Consumers see Halloween Displays as “permission” for buying candy

• Early purchase are more impulsive and profitable than rest of season

• In-Store displays drive purchase decisions – 70% bought candy because they

“walked by”

• 57% of shoppers will choose retailer on item selection (Snack Size: 70% of sales)

• Consumers want to be the “Cool House” w/Brands kids recognize (Hershey: Top 3 of

5 brands)

Shopper Insights:

Shaw’s Halloween ‘11 ExecutionShaw’s Halloween ‘11 Execution(Internal Use Only)(Internal Use Only)

• Go Early to Build Awareness & Seasonal Loyalty

• Own Season the Season by Front of Store Displays

- Capturing Shopper before they get to their shopping list

• Go Big, Create Impact Displays w/Core Brands

Note: Leverage FSI’s: 8/14, 9/25, 10/11 “Save $1 w/Purchase 3”

Seasonal Opportunity:

Execution: Key Programs & TimingPromo Vs. PY:

2 XVB vs. 13 Front Pg vs. 1• 8/21 to 9/10 - Early Support: IRC’s: Reg. Snack Size “Buy 2, Get 1 FREE”

- Utilize to Gain Increm. Display &/or Premium Location

• 9/23 XVB – Go Big: Reg. Snack Size “4 Bags for $8, MUST BUY 4” (100% Increm. Vs PY) • 9/30 to 10/30 – SV Specific Tear Pads: “Save $2 on 2 Snack Size Bags” All Sizes

- Enhance Season, Increm. Display & Drive Sell Thru (Use only as needed) • 10/21 XVB – Own Season: 75 pc & 100 pc Snack Size @ $7.99 (Extreme Value Buy)

• 10/23 Snack Size Ad - $2/5

NOTE: IRC’s used to secure early season display (Aug/ Sept), tear pads later in the season – after the first XVB!

2

Shaw’s Halloween Execution has begun!

Week of: • 8/19: Snack Size Displays 2/$6

• 8/26: Snack Size Displays 2/$6

• 9/2: Regular Snack Size 2/$5, Halloween CPC $3.29

• 9/9: 125pc + Snack $11.99

• 9/16: Super Snack Size $6.99, Halloween CPC $3.29

• 9/23: XVB - Reg. Snack Sz “4 Bags for $8” MUST BUY 4, Sugar Snack Sz $2.39 & HAL CPC $3.29

• 9/30: Super Snack Sz $6.99, Halloween CPC 2/$6, Regular Ct. Seasonal IC 2/$1

• 10/7: 100pc + Snack $9.99, Halloween CPC 2/$6

• 10/14: Snack Size 2/$5, Jumbo Snk 2/$9, Halloween CPC 2/$6, Sugar Snack 2/$4

• 10/21: XVB- 75 pc & 100 pc Snack Size @ $7.99, Reg. Snack Size 2/$5,

• 10/28: Front Page Snack Size Ad - $2/5, Jumbo Snack Sz 2/$9, 100pc +Snack $1 E-Coupon, Sugar Snack Sz 2/$4

Weekly Plan of Attack: Key Areas of Focus & Timing

IRC

’sT

ear

Pad

s

Actions to Help SUPERVALU Win:

• DRC’s and WOW Displays at Register During Front Page/XVB Weeks

• Mods & Hutches in high-traffic locations and/or lobby of Store

•Factory Halloween orders up over 10% vs. ’10

•Projected sell thru = 90%

3

Hershey: Halloween ‘11 FSI’s, IRC’s & Tear Pads

August 14, 2011

– Save $1.00 when you buy 3 bags of REESE’S or KIT KAT Snack Size (9-22 oz.)

– ½ page with 35M circulation

September 25, 2011

– Save $1.00 when you buy 3 bags of HERSHEY’S, KIT KAT or REESE’S Snack Size (9-22 oz.)

– Full page with 45M circulation

October 16, 2011

– Save $1.00 when you buy 3 bags of HERSHEY’S, KIT KAT or REESE’S Snack Size (9-22 oz.)

– Full page with 45M circulation

Final offers and images are subject to change

Buy 2 Get 1 Free Regular Snack (9-12 oz)

(All Sizes/Varieties of Snack)

(Max 60 coupons per store)

Tactic: Leverage (IRC) stickers to generate orders of everyday regular snack size cases

– These are not to be used solely to aid sell through of store inventory; but to generate a punch in order from the warehouse and/or gain increm. displays

Buy 2 Get $2 Off Snack Size Tear Pad

Tactic: Leverage Tear Pads to generate orders or improve placement of display

– These are not to be used solely to aid sell through of store inventory; but to generate a punch in order from the warehouse and/or gain improved placement

Utilize following the

4/$8 XVB!