March 23, 2011 Back by popular demand – Spreadables National Toast Day March 23, 2011

•Following a successful inaugural year, National Toast Day is back bigger and better with expansion to Western !

•Starting February 23rd, consumers were able to sign our petition to stop toast brutality on Facebook

•For every petition signed, Gay Lea will donate a tub of Spreadables to the food bank

•Consumers will be directed to save.ca where they will receive a $1 coupon when they sign the petition

•Toast brutality protest events will held in and

www.facebook.com/gayleafoods Spreadables Clip ‘n’ Save to spread National Toast Day message across Canada and driver consumers to facebook

•To generate trial and promote National Toast Day, Gay Lea Spreadables participated in the English Canada Clip N Save program

•Clip N Save distributed via 11 publications, including Canadian Living and Homemakers, to 1.6 million homes from Feb 21 – Mar 31, 2011 Spreadables National Toast Day Media

•Spreadables National Toast Day media: •On various radio stations: 680 Radio with sponsorship of traffic tags Mar 17-23 •10 second TV ads on Breakfast TV, Cityline, Late News, SUN-TV, Cityline, The Insider, Old Christine Mar 17-23 •Captivate Elevator Network on 1500 elevator screens in Toronto and Calgary from Mar 17-23 •Online Facebook ads •Local commuter ads in T.O. Night, 24 Hours and Metro Mar 22-23 Spreadables National Toast Day PR in March

•Spreadables National Toast Day Public Relations: •Media relations with journalists and bloggers at print, online, and broadcast outlets across Ontario and in Calgary prior leading up to and on Mar 23 •News coverage live at the Daily Bread Food Bank with Lucy Zillio of CityTV on Mar 23 Spreadables National Toast Day Events in Toronto and Calgary

•Toast brutality protest events to be held in Toronto and Calgary on March 23

Calgary Event: Core Access: Protestors will be in the CORE Building (formerly known as the Calgary Eaton Center), TD Square, Lancaster Sobeys: Country Hills, Millrise, McKenzie Towne

Toronto Event: Union Station: Protestors will be inside and outside Union Station and at Nathan Phillips Square