KENNEDYCREATIVEstrategy + design

for high growth brands

WHAT WE DOOur passion is branding, our history is creative packaging and our focus is your brand.

We research, create, build, direct, revitalize and manage brands. Our approach is

straightforward. We partner with our clients. We embrace strategies, are mindful of

processes and understand the importance of big-picture solutions. Bottom line - we love

what we do. We choose to work because we find it rewarding, enjoyable and satisfying,

and so do our clients.

HOW WE DO ITThe structure of Kennedy Creative is pared down to the essentials. Our managers

assemble and direct a creative team that is uniquely customized to your needs. They

maintain focused discipline on project objectives, schedules, and budgets. We combine

experience with enthusiasm to create the best possible solution for you and your brand.

BELIEVE ITWe are so confident in our ability to provide the best strategic solutions for our clients that

we have developed a simple way of walking-the-walk. The Kennedy Creative Guarantee:

We will deliver beyond your expectations or we will work for no fee until we do. Period.

cincinnati . new yorkKENNEDYCREATIVEstrategy + design

for high growth brands

WHO WE ARE Our firm, Kennedy Creative, was started 18 years ago and brings over 75 years of

Consumer Packaged Goods (CPG) experience to our clients. We specialize in identifying

and leveraging the unique benefits brands offers to consumers. Our research, strategy

and award winning design have helped our clients build their high growth brands.

To us, bureaucratic layers stifle ideas, add complexity and prevent clients from getting

the full attention they deserve.

As a result, Kennedy Creative has eliminated unnecessary obstacles, allowing us to focus

on the target - successful solutions for our clients. We respond quickly and are flexible and

innovative enough to exceed expectations, both around the corner and across the continent.

We pride ourselves on excellent customer solutions. Our goal is to tap our vast resources

of experienced creative thinkers - to not only produce solutions that go beyond expectations,

but produce maximum results in the marketplace. Our network of creative talent is directed

by managers with the know-how to get the results our clients demand.

1

research/strategy

LOYALTY PROGRAM

Devised, wrote, developed, created and

analyzed a personalized loyalty program to

help retain and “build wallet” of PNC’s high

net-worth customers. The results were a

dramatic 67% return on our questionnaires

and 8% improvement in customer retention.

PRIVATE LABEL

Extensive consumer research drove these

dynamic redesigns of Kroger’s premium

Private Selection line and Kroger brand coffee.

Private Selection Coffee: Generous use of color

and metallic gave this line an international travel

feel. Original oil paintings used as backgrounds

provided an appropriate premium attitude.

Kroger Coffee: Created an inviting and

easy-to-shop brand look that resulted in a

repositioning on store shelves.

CLuB STORE

Developed a cost effective system that

optimized current retail structures and

graphic equities paving the way for this entry

into club stores. Over 100 configuration

and packages were explored, capitalizing

on current packaging structures as well as

exploring new innovative packaging materials.

optionsfrom

Made in Italy with Old

World Italian Tradition

for Quality & Taste

Made in Italy with Old

World Italian Tradition

for Quality & Taste

Made in Italy with Old

World Italian Tradition

for Quality & Taste

Net Wt. 9 - 16 oz. (1lb)

Includes 9 - 1 lb. Boxes of

Tradizione D’Italia Pasta

Perfect for Main Dishes,

Soups & Salads

Fettucine P&u SuRVEY

Kennedy Creative, wrote, developed, created

and analyzed an extensive consumer P&u

survey program. The results provided valuable

insight into customers’ wants, needs, desires

and understandings.

2

REPOSITIONING

Energized an old brand for new owners.

Creamette was updated by rewriting a

“new” brand history that led to a complete

rebranding, leveraging unique historical

equities that were made relevant to current

and new consumers.

strategy/marketing

GRASS ROOTSMARKETING

The traveling Creamette and Prince brand

trucks and kitchen trailers crisscrossed

across the Midwest promoting the brands

at the “grass roots” level, building brand

awareness for line extensions and new

product introductions.

ExPLORINGNEW MARKETS

A series of concept boards were created for

consumer research that helped to identify

multiple market opportunities.

COMMuNITY CONNECTION

Kennedy Creative helped to develop

and execute a distinct, regional online

marketing program designed to strengthen

brand loyalty. By coupling manufacturers

and retailers with community fundraisers,

we made the process easy for all

stakeholders.

3

branding expertise

DESIGN

REGIONAL BRANDSOur goal is to help your local brands dominate in the

marketplace. Our mission is to elevate the role that regional,

local and place-based brands play in their respective categories

by identifying and leveraging the unique benefits these brands

offer to consumers.

Regional Brand Builders (RBB) is a specialized team of

Consumer Packaged Goods (CPG) experts from Kennedy

Creative dedicated to elevating the role of local brands. With

over 40 years of CPG experience, we specialize in Strategy,

Design, and Retail Execution. Our proprietary RBB Brand

Audit® was developed specifically for the unique needs of

local brands. Customized to your brand, our system identifies

the needs of your local consumer and positions your brand to

fill those needs.

From product ideation, to creative concept generation,

through design completion, we always deliver results that will

exceed your marketing objectives, guaranteed. unlike other

creative firms, we provide marketing strategy, downstream

retail support, and sales support that will take your brand from

idea to the store shelf.

Our Regional Brand Experts have done the research.We have the experience.Let us empower your brand.

We build stronger, more profitable regional brands.

REGIONALLY FOCuSED STRATEGY & DESIGN

4

5

2

3

3

17

x

x

x

x

x

This package would be rated as marginally effective.

SCORED FORM ExAMPLE SCORING GuIDE

Local

Premium Price

Value Priced

National

•Stubb’s $3.08

•Cattlemen’s $1.74

•Bull’s Eye $1.55

•Sweet Baby Ray’s $1.50

•Kraft Hickory Smoke $0.93

•Price Chopper (PL) $0.92

•Nance’s (Wing) $3.49

•Anchor Bar (Wing) $4.64

•Salamida’s $2.80

•Famous Dave’s $1.88

•Brooks’ $3.25

•Montgomery Inn $1.79

•Dinosaur $2.42

•Bone Suckin’ $5.59

•Olde Cape Cod $3.46

•Open Pit $1.20

•Chicken ‘n Ribs $0.87

•Walden Farms $4.88

Segments

Within the Barbecue Category

Timid users General Hard Core Adventurers

Attitudes

Behaviors

• safe

• not sure about new items

• dislike surprises

• do not brand switch

• use a variety of barbecue products

• like 1 or 2 brands

• would try a new product in a brand they currently use

• like to try new products

• looking for new flavors

• read labels

• try new products

• share with others

4

REGIONALLY FOCuSEDBRAND MANAGEMENTWe manage your category by leveraging regional brands.

1. Identify appropriate categories 2. Review Quantitative Performance Measures

3. Cross Functional Team

4. Qualitative Market Level Assessment

5. Deliver measurable findings

6. Identify the right regional brands

7. Integrate regional merchandising, assortment, pricing, and shelving

8. Increase consumer awareness of regional offerings

9. Develop regional new product pipeline

CATEGORY SCORECARD

BuSINESS PERFORMANCE BENCHMARK

PACKAGINGEVALuATION SYSTEM

category management

1. Innovation Platform

2. Convenience

3. Message

4. Trial

5. Loyalty

1. Availability

2. Assortment

3. Pricing

4. Shelving

5. Opportunity

6. Sustainability

1. unique Identity

2. Priority of Communication

3. Reason to Believe

4. Overall SKu Presentation

5. Memorability

5

business creation

Sustain was built from the ground up as a new idea rooted in a simple sustainable pr0mise.We are committed to bringing only locally owned, locally grown products to mainstream grocery.

Local Retailer’s SuppliersSustain Brand Suppliers

CONSuMERS

85% Wish local products were clearly marked as a local product

83% Believe that their community benefits when they support locally owned businesses

79% Are concerned about where their food comes from

82% Would like to be able to compare local products with national products on shelf

50% Would be willing to pay more for a product that is grown or produced locally

SuPPLIERS

• Support local farmers/

businesses

• Build community pride

• Strengthen local

economies

• Forage for fresher,

healthier options

• Organize many local

brands

• Deliver unique varieties

• Promote and build

brand awareness

• Advertise and tell the

brand story

• Create an intimate bond

with loyal consumers

RETAILERS

Benefits to Retailers -

Cost Savings

• Vendor Consolidation

• Purchasing Consolidation

• Shipping Consolidation

• Receiving Consolidation

• One Company vs. Many

• DSD vs. Warehousing Costs

• Managed Inventory

loca

lly owned•locally grown

nationally known

SuSTAIN = LOCAL uNIQuE LOCAL STORIES

One recognizable

brand name

Each Product has its own

unique local story

6

MARKET CREATION

This groundbreaking concept was created

for the New Product Development Team at

P&G. The strategy was to lift the sales of

smaller brands by coupling them to large

brands. This was the precursor of the

current trend in the market of combining

brands to move sales.

PR PROMOTION

We built a one-of-a-kind bike concept to

be used as a traveling PR program for

CATERPILLAR. The bike was built by Orange

County Choppers and featured on the

Discovery Channel.

VALuE ADDED

Kennedy Creative saw an opportunity to

boost sales in the pickle category by adding

a special “Pickle Puller” to product lines,

thereby making the brand more valuable

and the pickle jars more consumer friendly.

LINE ExTENSIONS

Sam Adams is an American Revolutionary

War hero. We utilized war themes to brew

revolutionary flavored line extensions.

ground breaking ideas

7

Heinz Sweet Ketchup is a regional

formula concept.

The Kibbles ‘n Bits package was

rebuilt to help the printability of

the concept.

brand creation

DIET/ENERGY

The leftovers of two dead brands were

animated into a new brand, Optibolic.

This rebranding and repackaging program

generated $15M in new sales annually for

7 years.

CHILD DEVELOPMENT

Put pen to paper to create a series of fun

new characters geared toward children

ages 2-5. This learning series included

original coloring books, original songs,

original characters, clothing and plenty of

kid appeal.

BuNDLINGPROGRAM

Brand creation, naming, and a complete

package system from Kennedy Creative

added $26.2 million in new sales within

the first 6 months of sales.

COMMODITY BRANDING

Jack’s Magic Beans is an award winning

package who’s purpose was to breath life

into a commodity line of products.

8

brand revitalization

PRIVATE LABEL

Private label revitalized by an intelligent

use of vibrant color to create an exciting

visual dialogue with consumers. The brand

family is held together by the remade

large brand logo and consistent use of

photography.

BRAND/CATEGORYMANAGEMENT

The Kroger Cheese category used over 16

different colors, creating a “rainbow” of color

in the store case making the category difficult

to shop. We took the Kroger cheese in a new

direction, creating a large, distinctive brand-

block that created a cohesive look for over

900+ SKu’s nationwide. This new direction

resulted in an 8% sales increase.

TIME/COSTSAVINGS

We updated the overall look of the A-Z vitamin

and mineral line with a simplified color

palette and strong item-specific versioning.

By utilizing shrink-wrap technology, we

significantly reduced the number of parts per

item, time to market and a production cost

savings of 18%.

FOOD SERVICECHANNEL

Kennedy Creative created, developed and

executed the successful rebranding of the

North American portion pack program for

Smuckers.

9

MARKET LEADER

Prince pasta was updated to bring vitality

into this 90-year-old brand. Clearer product

segmentation helped consumers shop the

pasta varieties. The rebrand helped maintain

its leadership position in the market.

INTRODuCTION TO RETAIL

Kennedy Creative expanded a 75-year-old

food service line into the retail market.

This recreation started with 2 SKus and

expanded to 12 SKus. Sample sell kits

were created and additional food service

brands were repackaged for retail.

brand revitalization

AQuISITION

Our challenge was to increase sales to

help make the company more attractive

for acquisition within 24 months. Our

rebranding, repackaging 80+ SKus

and new shelving program resulted

in sales increase of 28%. Acquisition

accomplished.

PRIVATE SELECTION

Graphic standards were updated and

maintained for this upscale private

label brand line. This line covered many

categories, hundreds of SKus and a

multitude of packaging structures.

10

OIL FILTERS

Maintained and expanded this race ready

line of oil filters. Generated custom made

QR codes for packaging making access

to filter information and installation

instructions a quick scan away.

FILTER PROGRAM

Helped to develop and create a new to

market line of air, oil and cabin air filters.

All 282 SKus were produced trilingual.

Managed all downstream suppliers and

deliverables.

FILTER PROGRAM

Developed and maintained this line of oil,

air and cabin air filters. 149 SKus are in

this line of filter products.

FILTER PROGRAM

Maintained and expanded this

performance driven line of oil and air

filters. We managed all downstream

suppliers and deliverables. 173 SKus are in

this line of premium products.

delineation

11

r i v e r s p a nSCULPTURE EXHIBITION AND SALE

·

REQUIRED ELEMENTS FOR PACKAGING

Private Selection LOGO(07-10-03)

P - Logos

SIGNATURE COPY:Pick-up from “SIGNATURES” folder on server.File Name: Inter-American Signature

GUARANTEE STATEMENT: Pick-up from “SIGNATURES” folder on server.File Name: Inter-American Signature

SPOT COLOR

FOR MOST APPLICATIONS FOR SMALL LABELS

PMS 485

PMS 872

100 K

4-COLOR PROCESS

FOR MOST APPLICATIONS FOR SMALL LABELS

100 M, 100 Y

35 C, 40 M, 84 Y

100 K

Private Selection Script = Larissa RegularPremium Quality Type = Optima Demi-Bold

07/10/03PMS 871 Metallic Gold changed to PMS 872 Metallic Gold per new Graphic Standards Guide, dated 7/8/03, from Loraine Simpson.

12

“For Real Buttermilk Pancake

s”

identity

Event Hall - Identity Set #3

13

clients

Asset Advisory Group

Bedrock Group Development Company

Borden

Carbon’s Golden Malted

CATERPILLAR

Champion Laboratories

Diversipak

Global Food

GNC-General Nutrition Corp.

H.J. Heinz

Int’l Publishing Group

J&L Management

Kao Brands

The Kroger Company

Links Construction

NASA

New World Pasta

PNC Bank

Procter & Gamble

The J.M. Smucker Company

united Dairy Farmers

unilever

A FEW OF OuR CLIENTS

14

KENNEDYCREATIVEstrategy + design

for high growth brands

110 Front Street | Cincinnati, Ohio 45157p 513.381.4900 | f 513.381.4915

kennedy-creative.com

Matthew Kennedy - Principalmkennedy@kennedy-creative.com