Americas Leading Food

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Americas Leading Food Cooking Website Sells
the Sizzle in Canola Oil
Esmee WilliamsVice President, Marketing
Partner Affairs
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Time Saving Shortcuts

• 1956
• Cake Mix
• Appliances
• Frozen Dinners
• JELL-O

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Time Saving Shortcuts

• 2006
• Break Bake Cookie Dough
• Microwaves
• Dinner Kits
• Salad in a Bag

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Dinner Inspiration

• 1956
• TV Dinners
• Friends Family
• Cookbooks/ Magazines
• BLT

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Dinner Inspiration

• 2006
• Turning on Your TV
• Friends Family
• Websites/Email/Mobile
• Double-Bacon Cheese Burger

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Quick Dinners

• 1956
• Salmon Loaf
• 1 Hour
• 11 Ingredients
• Chop, Mix, Bake, Slice

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Quick Dinners

• 2006
• Salmon Pizza
• 10 Minutes
• 5 Ingredients
• Assemble Serve

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Consumer Expectations

• Better
• Bigger
• Faster
• CheaperMore Convenient

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Cooking On The Web

• 50 Million on-line home cooks
• 500 Million recipe searches via search
  engines
• 125 Million recipes viewed on Allrecipes.com

25 YOY Growth 88MM New Home Cooks
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About Allrecipes.com

• Established 1997
• Worlds Leading Online Recipe Cooking Website
• 25MM Home Cooks
• 60 Prepare 5 Meals at Home/Week
• 60 Seek Health Wellness information online
• 77 Visit grocery store same day as Allrecipes
  visit
• 76 of users likely to purchase brands associated
  with recipes
• 85 of users add to shopping lists based on
  Allrecipes visit
• 90 consider site an important asset for meal
  planning
• Community Powered - Real Solutions from Real
  People
• Recipes, Reviews, Meals, Photos
• Online Food Recipe Technology Leader
• Power sites for SuperTarget, Albertsons, Tesco
  Safeway

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Creating Demand for Canola Oil Among the
Internets Most Engaged Active Home Cooks
Prominent Exposure on Internets Most Traffic
Food Home Page Homepage
25MM Visits
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CanolaInfo Micro Site

• Dedicated CanolaInfo website within
  Allrecipes.com network
• 15,000 views with 60 click-through to
  additional CanolaInfo content
• CanolaInfo branded recipes on Allrecipes.com
• CanolaInfo focused articles on Canolainfo.org
• Content updated to keep users returning

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CanolaInfo Branded Recipes Drive Product Trial

• CanoloInfo branded Recipes create preference and
  drive trial for Canola oil by providing timely
  and relevant consumption ideas
• Strongly associated with CanolaInfo through Logo
• Recipes viewed by 70,000 Allrecipes.com users

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Pinpoint Targeting

• Prominent CanolaInfo banner advertisements
  targeted to
• health focused home cooks
• recipes with oil ingredient
• salad and seafood recipes
• 6 Million advertising impressions

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User Testimonials
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Thank You!