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1 RETAIL BONELESS HAM OR SLICED TURKEY WITHOUT a GOOD STORY* 6.6% GROWTH in DOLLAR SALES *#1 in Dollars and Volume, Per IRI Total U.S

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1 RETAIL BONELESS HAM OR SLICED TURKEY WITHOUT a GOOD STORY* 6.6% GROWTH in DOLLAR SALES *#1 in Dollars and Volume, Per IRI Total U.S MARKETING PLAYBOOK | Q1 2021 YOU DON’T BECOME THE #1 RETAIL BONELESS HAM OR SLICED TURKEY WITHOUT A GOOD STORY* 6.6% GROWTH IN DOLLAR SALES *#1 in dollars and volume, per IRI Total U.S. 52 weeks ending 12/29/19 Consumer-researched campaigns that ties integrated marketing elements together going into FY2021 and beyond. • Leverages brand’s heritage, strengthens existing marketplace reputation • Reflects positive associations with Kentucky geography and culture • Sets stage for messaging about superior craftsmanship and quality COLLECTIVELY, MARKETING SUPPORT GENERATES MORE THAN 430 MILLION IMPRESSIONS PER YEAR FOR MARKETING PLAYBOOK + MORE: KENTUCKYLEGEND.COM/MARKETING | 270.926.2324 DIGITAL | Q1 2021 REACHING HUNGRY CONSUMERS ONLINE : THE #1 STOP FOR PRODUCT RESEARCH RUNNING MARCH 1 – APRIL 30 10 IMPRESSIONS CATALINA Digital targeting service uses custom UPC tracking to reach... 1. Previous Kentucky Legend buyers 2. Lapsed buyers 3. Medium-to-heavy category buyers ...with online ads for Kentucky Legend® coupons and recipes NEW WEBSITE LAUNCH THIS SPRING! • New researched brand messaging • Expanded recipe videos collection • Loyalty club program for coupons & giveaways • Store locator, product info & more! Over 150K customer-visits to Kentucky Legend website projected in FY2021!* *Based on Q3/Q4 FY2020 trends FOR MARKETING PLAYBOOK + MORE: KENTUCKYLEGEND.COM/MARKETING | 270.926.2324 SOCIAL | Q1 2021 INSPIRING USAGE & DRIVING TRIAL THROUGH LARGE-SCALE SOCIAL MEDIA CAMPAIGNS ALWAYS-ON SOCIAL MEDIA CONTENT IS BUILDING A LOYAL FOLLOWING IN KEY MARKET REGIONS Relevant and engaging content keeps 87K+ FOLLOWERS Kentucky Legend top-of-mind and sustains ACROSS SOCIAL CHANNELS long-term brand commitment. • Seasonal and trending recipes inspire usage 6.75 • Monthly coupon offers promote retail sales • Contests and giveaways drive traffic to website • Re-airing TV segments amplifies coverage IMPRESSIONS DRIVING CONSUMERS TO RETAIL STORES CASE STUDY : SUPERBOWL SEASON LOYALTY CLUB EMAILS Monthly Loyalty Club emails send TOTAL REACH: print-at-home coupons, recipes 358k unique retail shoppers & more to Kentucky Legend fans. TOTAL IMPRESSIONS: 966k exposures NEW LOYALTY CLUB SIGN-UPS: 3,958 consumers 21+ THOUSAND SUBSCRIBERS ENGAGEMENT RATE: 6.8%* SINCE LAUNCH * Compare to 0.5% industry average NOVEMBER 2019 FOR MARKETING PLAYBOOK + MORE: KENTUCKYLEGEND.COM/MARKETING | 270.926.2324 RADIO | Q1 2021 TELLING THE KENTUCKY LEGEND STORY ACROSS KEY MARKETS 734THOUSAND IMPRESSIONS IN CORE SHOPPER DEMOGRAPHIC WOMEN 25-54 YEARS OLD WHY RADIO? Female shoppers 18-54 (target demographic) spend more time listening to FM radio than any other audio source.* FM radio’s audience-share is 11x bigger than Spotify and 4.5x bigger than Pandora. *Edison Research’s “Share of Ear,” FM radio has a 44% share of audio time spent. TARGET: Selected stations represent the #1 or #2 in market for female Q1 SCHEDULE: shoppers aged 18–54 MAR 23 – APRIL 3 GENRE: APRIL 6 – APRIL 17 Mix of country and adult contemporary AIRING: More than 225 plays total during two-week run FOR MARKETING PLAYBOOK + MORE: KENTUCKYLEGEND.COM/MARKETING | 270.926.2324 TV COVERAGE | Q1 2021 BRINGING KENTUCKY LEGEND RECIPES RIGHT INTO CONSUMERS’ HOMES CELEBRITY CHEF RALPH PAGANO PROMOTES KENTUCKY LEGEND RECIPES FOR EASTER ON LIFETIME’S MORNING SHOW, “BALANCING ACT.” Airs across the nation April 6: Easter Recipes April 14: Easter Recipes Rerun 1. Airs Weekdays at 7:30am (ET/PT) 129 on Lifetime MILLION 2. Featured on Lifetime website 3. Featured on Kentucky Legend social IMPRESSIONS media & Kentucky Legend website SATELLITE MEDIA TOURS: TODAY IN NASHVILLE: LEGENDARY COOKING: Ongoing media appearances featuring Live cooking segments with Cooking segments on River City Weekend’s celebrity chefs and foodie personalities. Today in Nashville co-hosts “Legendary Cooking” via WFIE stations Previous placement includes Fox & Friends—America’s #1 news program Airs in Evansville, IN & Owensboro, KY April : Giveaway sponsored by Potential for national broadcast Kentucky Legend Airs in Nashville March 27: Easter Recipes w/ Chef Duran May : Avocado & Ham Toast Recipe Date TBD: Red Wine Cherry Ham Glaze June 23: 4th of July w/ Chef Duran June : Ham & Sauerkraut Campfire Sandwich AVERAGES AVERAGES AVERAGES 17.6 500 500 MILLION THOUSAND THOUSAND IMPRESSIONS IMPRESSIONS IMPRESSIONS PER BROADCAST PER BROADCAST PER BROADCAST Dates are subject to change* FOR MARKETING PLAYBOOK + MORE: KENTUCKYLEGEND.COM/MARKETING | 270.926.2324 STRATEGIC SPONSORSHIPS | Q1 2021 BUILDING RAPPORT WITH KEY DEMOGRAPHICS BY PARTNERING WITH OTHER HIGH-AFFINITY BRANDS ROMP MUSIC FESTIVAL Hosted by the Bluegrass Music Hall of Fame and Museum, ROMP is a four-day music fest that draws a crowd of visitors to Owensboro’s Yellow Creek Park. Now in its 17th year, ROMP always draws the biggest names in Bluegrass music and provides the opportunity for KY products and vendors to connect with the numerous attendees. ROMP is scheduled to take place June 24-27 this year. MEDIA EXPOSURE: NEWS COVERAGE • EVENT SIGNAGE • EVENT WEBSITE RECOGNITION • SOCIAL MEDIA BOWLING GREEN HOT RODS The Bowling Green Hot Rods are a Minor League Baseball team of the Midwest League and the Class A affiliate of the Tampa Bay Rays. Located in Bowling Green, Kentucky Legend is the Official Hot Dog of the Hot Rods. onsorshipSp includes signage at the new Bowling Green Ball Park. OTHER KENTUCKY LEGEND SPONSORSHIPS AND APPEARANCES OWENSBORO FARMER’S MARKET TASTINGS • “FRIDAY AFTER 5” AT THE PIER COMING Q2: Dates are subject to change* FOR MARKETING PLAYBOOK + MORE: KENTUCKYLEGEND.COM/MARKETING | 270.926.2324 SHOPPER MARKETING | Q1 2021 CUSTOMIZED PROGRAMS TO CONVERT MORE SALES AT YOUR MEAT CASE MORE LEGENDARY TOGETHER! CUSTOMIZED RETAILER MARKETING SUPPORT AVAILABLE FOR NATIONAL AND LARGE TO MID-SIZE REGIONAL CHAINS RETAILER DIGITAL PROGRAMS | RETAILER SPECIAL PUBLICATIONS | RETAILER SPECIAL CIRCULARS | IN-STORE DEMOS We’ll synergize our marketing with your buyer’s • Retailer Name • Products for the program marketing! For consideration, forward your • Objective of program • Annual sales in lbs. and dollars buyer’s current marketing program to Brooklyn (EX: new item, gain trial, • Timing increase ACVs, account support) Maple with the listed information included. • Cost [email protected] NOTE: Expect at least 2 week lead-time for approval STANDARD RETAILER SHOPPER MARKETING SUPPORT AVAILABLE FOR ALL RETAILERS UPON REQUEST Email requests to : [email protected] • Sales Quarterly Coupon requests such as tear pads, IRC’s, etc. • Coupons created for your own media environments COUPON (i.e. website or mobile app) PROGRAMS • Reward loyal customers with exclusive discounts • Options include flyers, case dividers, shelf-talkers, coupon tear-pads and more • Motivate sales at the point of purchase P.O.P. MARKETING FOR MARKETING PLAYBOOK + MORE: KENTUCKYLEGEND.COM/MARKETING | 270.926.2324 SCHEDULE | Q1 2021 MAR APR MAY JUN 2020 2020 2020 2020 DIGITAL MARKETING Catalina Buyer Vision Social Media SOCIAL Paid Social Media MEDIA Loyalty Club Emails RADIO Key Markets Balancing Act WFIE-Legendary Cooking TV COVERAGE Today in Nashville Date TBD Satellite Media Tours Chef Duran/Mom on Run Etc. & Specials SPONSORSHIPS Bowling Green Hot Rods Shopper Marketing SHOPPER In-Store POP Signage MARKETING & GRASSROOTS Promos and Giveaways Fairs, Festivals and Events ROMP Dates are subject to change* FOR MARKETING PLAYBOOK + MORE: KENTUCKYLEGEND.COM/MARKETING | 270.926.2324.
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