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Program Objectives and Challenges: • According to Feeding America

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Program Objectives and Challenges: • According to Feeding America Program • According to Feeding America, demand for their emergency feeding Objectives and services are at an all-time high due to macroeconomic climate Challenges: (unemployment, rising food prices, housing crisis). And their primary sources of food (federal commodities and manufacturer donations) are projected to decline significantly in the years ahead. • The Pampered Chef and TLC had a common goal of raising awareness and funds for Feeding America and teamed up to develop and sell 150,000 copies of The Pampered Chef® Cookbook for a Cause, Volume 2. For every cookbook sold, $1 was donated to Feeding America on behalf of The Pampered Chef. • The Round-Up from the Heart® campaign averages an annual contribution of more than $1 Million each year. • The partnership was based on an exchange of marketing assets to raise awareness for the cause and sell more cookbooks. Strategy: • Infuse TLC Talent into The Pampered Chef’s offerings to draw attention to the company and products to bolster donations, sales and allow TLC to expose its Talent to a new, relevant audience. • Play upon each of the brands’ similar characteristics of ordinary people doing extraordinary things – TLC through its Talent, The Pampered Chef through its easy-to-prepare recipes and multi-purpose kitchen tools. Tactics: • Recruit top TLC Talent to provide their favorite recipes • Sell the cookbook through The Pampered Chef with $1 donated to Feeding America for every cookbook purchased. • Work together to promote the cookbook through each brand’s marketing channels. • Involve TLC Talent to motivate The Pampered Chef’s network of more than 60,000 Independent Consultants around the country to sell more cookbooks by providing special incentives, thus increasing the donation to Feeding America. Execution: • The cookbook launched September 1, 2011, amid strong promotion on TLC’s broadcast, online and social media assets. The Pampered Chef harnessed the power of its 60,000+ Consultants to market the program via word of mouth marketing to millions of customers. Broadcast: • TLC promoted The Pampered Chef and the The Pampered Chef® Cookbook for a Cause, Volume 2 on air through customized In-Program Messaging and Tag Tune-in messages during the channel’s two highest-rated series— Say Yes to the Dress and Cake Boss. • The Pampered Chef created a microsite (cookbookforacause.com) that was specifically designated to market the campaign. • The Pampered Chef featured TLC’s logo and information on how to purchase the Cookbook for a Online: Cause, Volume 2 on its website for a six-month period. In exchange, TLC featured The Pampered Chef and the cookbook on TLC.com and its microsite dedicated to Feeding America. • The Pampered Chef posted statuses on Facebook during a three-month period to promote tune-in for Social upcoming shows on TLC and the cookbook. Media: • TLC posted on five of its fan pages, in which Talent contributed to the cookbook, promoting their specific recipe to their fans and directing them to cookbookforacause.com to buy the book and help Feeding America during the holiday season. ® • Both The Pampered Chef and TLC tweeted about The Pampered Chef Cookbook for a Cause, Volume 2. Direct Mail: • Promotional inserts were included in 1 million packages sent out by The Pampered Chef for a one- month period. • Feeding America included the cookbook in their March 2012 direct mail appeal as a matching grant partner. Email: • TLC sent HTML email blasts to its database, one prior to Thanksgiving and one prior to Christmas, promoting The Pampered Chef® Cookbook for a Cause, Volume 2 and asking viewers to get in the holiday spirit by donating to Feeding America while receiving great recipes from their favorite stars on the network. • The Pampered Chef sent their Consultants an email blast to promote The Pampered Chef® Cookbook for a Cause, Volume 2 with the ability to forward and extend this promotion of the cookbook to their individual databases. In addition, they were provided with promotional flyers to be distributed at their Cooking Shows. Publications: TPC included the campaign in the printed and online versions of the monthly Consultant News publication. Newsletter: TLC included The Pampered Chef® Cookbook for a Cause, Volume 2 in three issues of its digital newsletter that goes out to the network’s more loyal viewers. Public Sophie and Katherine, stars of the TLC show DC Relations: Cupcakes and the owners of Georgetown Cupcake, participated in a Satellite Media Tour on behalf of The Pampered Chef to promote The Pampered Chef® Cookbook for a Cause, Volume 2 in the weeks leading up to the holidays. Consultant • The three top-fundraising Pampered Chef Incentives: Consultants were rewarded with personalized gifts from stars of TLC’s hit series, DC Cupcakes. They received personalized videos, autographed books and cupcakes from Georgetown Cupcake for their teams at a January Business meeting. • Each member of TLC’s Talent who contributed a recipe to the cookbook recorded a personalized video message on a flip cam, directed toward The Pampered Chef Consultants to motivate and encourage them to sell more cookbooks. • The ten (10) top-fundraising Pampered Chef Consultants will be awarded with autographed copies of the Cookbook, signed by all 10 contributing TLC Talent, at the end of the Round-Up from the Heart campaign. Results: • More than 160,000* cookbooks have been sold, thus donating more than $160,000* to Feeding America, helping provide nearly 1.3 million meals** to people in need. • 25.9MM Media impressions • The participating TLC Talent and their respective series saw favorable ratings during the period in which The Pampered Chef was promoting their shows. With 60,000 consultants across the country being given the tools to promote tune-in to their databases of consumers, there is an indication that shows like Cake Boss, Say Yes to the Dress, The Little Couple and more were promoted to a new, relevant audience of Pampered Chef consumers in an effective manner. * As of 03/15/12 sales of The Pampered Chef® Cookbook for a Cause, Volume 2 had reached 161,513. **$1 helps Feeding America provide 8 meals on behalf of local food banks Web links: • http://cookbookforacause.com/ • http://www.pamperedchef.com/ordering/category_details.tpc?code=RU&id=71&parentCatId=71& parentId= • http://www.pamperedchef.com/round-up-from-the-heart.jsp • http://feedingamerica.org/how-we-fight-hunger/our-partners/promotional-partners/pampered- chef.aspx • http://tlc.discovery.com/tv/feeding-america/feeding-america.html .
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