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Develop a mood board to outline the look and feel for the 2011 Rewards Program. Should include the following:

Tactical Creative Brief HOT POCKETS Rewards Program 11/8/2010. 1. Assignment. 6. Communications Priorities. Introduce rewards program. Develop a mood board to outline the look and feel for the 2011 Rewards Program. Should include the following:

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Develop a mood board to outline the look and feel for the 2011 Rewards Program. Should include the following:

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  1. Tactical Creative Brief HOT POCKETS Rewards Program 11/8/2010 1. Assignment 6. Communications Priorities • Introduce rewards program • Develop a mood board to outline the look and feel for the 2011 Rewards Program. Should include the following: • Pictures and words to illustrate the feel of the program • Color palette to illustrate the look • Potential design elements to carry through all designs 6. Communication Priorities (Max 3) 2. Background 7. Key takeaways The HOT POCKETS rewards program is a premium give away program designed to drive loyalty and buy rate amongst consumers. HOT POCKETS consumers will be rewarded for every purchase with an in-pack code that will be redeemed for points on the website. These points will then be used to purchase relevant prizes and enter sweepstakes. Additional points will be awarded for loyalty activities such as completing surveys on the website. HOT POCKETS helps me free up time to enjoy my life with its delicious and quick meals. Now it helps me actually enjoy that free time too. 8. Tone • Playful, informal, irreverent and ingenious instigator (e.g. Ferris Bueller) • Spontaneous and unpretentious 3. Reasons to Believe HOT POCKETS has always provided consumers with tremendous value with our delicious stuffed sandwiches from a snack and meal perspective. Now we would like to add more value by providing our loyal consumers with exciting and fun rewards that fit their lifestyle. Our awesome rewards will drive him to purchase more HOT POCKETS. 9. Featured Products Program will focus on all 2-pack items, including base items, SIDESHOTS, Cheese Stuffed Crust, Panini, Calzone, and Croissant 4. Assignment Objectives • Create a mood board that will serve as the backbone for all creative development for the rewards program. • Define the look and feel of the rewards program. • Capture the tone of the brand as a playful instigator that is not too serious and fit with the overall brand tone. 10. Mandatory Elements • Incorporation of the HOT POCKETS logo • Color palette that fits with the brand colors • Words and images that represent the brand and the emotions we want this program to convey (awesome, fun, freedom, easy, etc.) 5. Target Carefree Enjoyers: Independent youthful souls (i.e. bachelor mentality) – they are busy with school, work or raising families but every so often they want to break out, have fun, put the rules aside, and be themselves. . 11. Program Details TBD: Redeem in-pack codes for points to redeem for awesome rewards.

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