2010 Fall Italian/Columbus Day Retailer Opportunity

1. 2010 Fall Italian/Columbus Day Retailer Opportunity Concepts and designs in this proposal are the property of Streetmarc Advertising and Marketing LLC

2. Italian/Columbus Day Promotion Opportunity: • Italian cuisine is the #1 choice of American consumers and it’s the reason why so many Italian festivals, fairs, parades and other events are celebrated, particularly during the months of September and October. The highlight of this time frame is Columbus Day, a celebration that attracts not only Italian-Americans but many other consumers who enjoy the Italian culture and cuisine Strategy: • Leverage the interest in all things Italian by promoting classic, delicious Italian veal dishes via an integrated campaign with a range of media, in-store elements and event presence • Position veal as the official dish of Italian/Columbus Day celebrations (as turkey is to Thanksgiving) and encourage home cooks to celebrate the holiday by making veal dishes for friends and family • Provide our retail partners with proven marketing tools to help promote the celebration and drive sales of veal

3. Promotion Elements This promotion will feature a range of proven tactics to increase awareness, capture attention and drive traffic and sales at grocery stores TV Commercials- will generate awareness for veal and motivate consumers to prepare veal dishes at home Presence on local TV and other websites – program will be on the promotion page of TV and partner websites, plus other consumer and food websites Consumer promotion – an exciting sweepstakes prize to attract attention Corner Recipe Labels– corner recipe labels feature a veal recipe and sweepstakes information VealMadeEasy.com goes Italian – website will feature custom content, recipes, sweepstakes entry and partner product/brand content integration Press mentions, E-Newsletter, social media – press releases sent to consumer and trade publications; newsletter with recipes and coupon; viral campaign to generate word of mouth Columbus Day event presence – signage, sampling and other activities TBD

4. Promotion Detail

6. TV and Other Media advertising: TV spots will air in top markets with large Italian population/influence and Italian festivals/Columbus Day celebrations: New York City, Boston/New England, Philadelphia, Washington D.C. and more Banner ads on selected consumer food and promotion sites Total TV-Online impressions: 15,000,000+ Consumer Sweepstakes: Grand Prize-Trip To Italy Runner up prizes including cookware and free grocery gift cards Media Campaign TRIP TO ITALY

7. Retail Support Customized ad slicks • Retail Support Materials: • FREE corner recipe labels feature a delicious and easy veal recipe • Columbus Day art available for retailer ads • Customized ad slicks for your chain On-Pack recipe labels

8. VealMadeEasy.comWebsite • Website • VealMadeEasy.com will be the destination for home cooks looking for Italian/Columbus Day ideas, recipes, meal suggestions, and product information • Website also features the Sweepstakes entry page, and includes opt-in box for e-newsletter

9. Press Releases, E-Newsletter • PR, E-Blast and Social Media • Press releases to trade and consumer media, both print and online • E-Newsletter/E-Blast sent to 10,000 opt-in consumers with recipe, partner offer (coupon, rebate) and links to websites • Social media to generate word of mouth interest in recipes and to drive traffic to site for sweepstakes entry Product mention in press releases, blogs, plus E-Newsletter to 10,000 consumers

10. Event PresenceNew York City • NYC Columbus Day Event • The largest in the world • drawing over 1 million spectators • Presence on site at event • Recipe cards handed out • Veal sampling • Other Italian Events • TBD

11. Retailer Participation You will receive: Free On-Pack Recipe Labels: Each store receives one roll of corner or rectangle recipe labels (500 per roll) Free ad slicks:Columbus Day art, recipe information and product shots available for your ads Website Feature:Your website linked from the Veal Made Easy website Consumer offer: You can advertise the Trip To Italy Sweepstakes contest in your ads Sales increase: This promotion will help drive sales of veal during the promotional period

12. Partner Participation Here’s what we ask from you: Feature ad: Run an ad for veal during the promotional period, September 15 - October 15 including The Beef Checkoff logo On-Pack Recipe Label: Place recipe labels on veal during the promotion period Link from your website:Provide link to Veal Made Easy website Sales data:Provide the NCBA with sales data during the promotional period. This data is kept strictly confidential for internal use only

13. Summary The 2010 Italian/Columbus Day Promotion will: Motivate home cooks to prepare Italian-style meals with veal and your product Generate a high level of consumer excitement via the sweepstakes, media, online and event presence Deliver mass media exposure for veal Drive traffic and sales at grocery stores nationwide Offer a portfolio of customizable marketing and merchandising materials Lay the groundwork for an annual promotion that will grow each year and make veal the official dish of Columbus Day Promotion runs September 15 - October 15, 2010 Columbus Day is October 11, 2010 Sign up by May 31, 2010 (Free Recipe Labels are limited and offered on a first come, first served basis)

14. Contact Info Streetmarc Advertising & Marketing Chris Marcocci 15 Franklin Street Westport, CT 06880 Phone: 203.341.8527 cmarcocci@streetmarc.com National Cattleman’s Beef Association Allison Wenther, M.S. Manager, Channel Marketing (717) 449-9102 Cell