Publix 2011 June Dairy/July Ice Cream Program7, 10/17/20107, 1

To:

Dairy and Ice Cream Vendors

From

Mickey Phillips / Dairy Category Manager

Greg Bates / Frozen Foods Category Manager

Lee Revis/Processed Meat/Dairy

Date

Subject

10/17/2010

Publix 2011June Dairy/July Ice Cream Program

Purpose

This letter serves to announce and communicate the details of the 2011 Publix June Dairy/July Ice Cream Program. This program will be exclusively for dairy and ice cream/novelty brands.

Program Details

Publix is offering suppliers the opportunity to participate in an exciting consumer marketing program. Details:

  • Customized insert page in the Publix Monthly Grocery CO-OP dropping in all Publix marketson5/28/11; circulation is 4.7 million (4.2 million newspapers). Every Publix store also receives 1,000 flyers.
  • Brand specific shelf signs reflecting coupon offer or advantage buy pricealong with the customized event logo, to be placed on shelf for three weeks 5/28/11 to 6/17/11.
  • Demos handing out the customized inserts will occur in 900 Publix stores for one day the weekend of 6/3/11. An additional 200 pages will be provided to each of those stores. Tent cards supporting the event will be provided to decorate each demo table.
  • Two (2) vendors will have the opportunity to have their product sampled (3hours per brand – 6 hours total) at the 900stores where the additional flyers will be handed out. Each vendor will have the opportunity to provide additional product support materials to be handed out during the sampling.
  • The co-op insert page will be processed differently than the standard method for the Dry Grocery Co-Op. All Dairy, Ice Cream/Novelty proposals need to be emailed toMickey Phillips by 1/28/11. Vendors will be notified of participation approval by 2/11/11.

Participation Options (3)

  1. Two (2)demo packages available; sample your brand in 900 Publix stores for 6 hours. Total cost of $75,000 per brand includes:

Participation in June Dairy/ July Ice Cream Co-Op with either Advantage Buy or Coupon (value of $14,500 or $12,500)

All demo costs (fees, product costs, supplies needed) are included.

Note: Program fee does not include coupon redemption

  1. Coupon spaces available @ $14,500per coupon (limited to one brand)

Coupons must use a look up number which will be issued by Publix. Coupon dates: 5/28/11 – 6/17/11.

  1. Advantage Buy spaces @ $12,500 per brand/space

Advantage Bys will be scanned for the 3 weeks of the program

  • Both levels include customized shelf signs for participating brands in all stores, 4.7 million circulation of flyer, plus 200 additional flyers handed out in 900 stores during the demo.

Vendor Responsibilities

1. Complete the June Dairy/July Ice Cream Publix 2011 Insert.xls form and e-mail to Mickey Phillips by 1/28/11

2.Once notified of participation approval

  • Submit cost form to appropriate buyer by 3/04/11
  • Necessary brand artwork due 3/11/11
  • You will be contacted by PromoPoint Marketing as to the details of the artwork requirements for your brand

3. We are seeking hot deals that will build customer loyalty and move product through the system quickly. Additionally, it is our desire to further enhance the Publix image as a great place to shop for exceptional values during this event.

.

Program Implementation

  1. The contacts for any questions regarding the program implementation is: Frozen & Refrigerated Foods of Central Florida
  2. Contacts: Linda Lamberson 813 769-4029 John Bottomley 813-963-7120; or Mark Buck 407-673-3663
  3. You will be billed by the Frozen & Refrigerated Foods of Central Florida for the event. Payment Due by 6/30/11