Kilner Marketing Presentation May 2018

MARKE T I NG UPDAT E

WE ARE RE L EVANT

Healthy eating and Kilner® fit perfectly hand-in-hand. We have evolved and expanded our ranges to include more trend-led innovative products, based on consumer and market research. The staple storage jar has been transformed with innovative attachments to help meet the modern consumers' needs. Issues such as reducing food waste and preparation time, making homemade produce from scratch, multi-functionality and compact design are at the forefront of our product development. From these findings we have now developed new products to include our Kombucha Drinks Making Set, Fermentation Jar, Spiralizer and Cold Brew Coffee Sets amongst others to meet this growing demand for trend- setting products, helping us to establish ourselves as experts in the field of storage and food/drink preparation, whilst remaining the number one trusted brand for preservers.

SEASONAL MARKE T I NG

The importance of seasonal campaigns is what helps Kilner® to stay relevant to our followers and reach new audiences. We plan out seasonal messages in advance and work closely with our in-house photographer/videographer and Brand teams to deliver high-quality content, based on the story we are trying to tell. Our in-house studio allows us to recreate different themes and we regularly organise on-location shoots, to be sure that we are getting varied content that is appealing across all of our online and offline channels.

OUR PARTNERSH I PS We work with several brands on collaborations to reach new audiences and help establish ourselves as brand leaders in different markets. Sarsons Our partnership with Sarsons has been very successful and allowed us to work closely together with the pickling community, developing new products and recipe content. Tate & Lyle Sugars We are working with Tate & Lyle Sugars on our preserving campaign and this has helped us reach a new baking audience, which has, in turn, led to us developing new products such as our innovative Measure & Store Jars. Real Kombucha Kombucha is a trend which is growing in popularity. To cater for this market, we developed our Kilner® Kombucha Set and teamed up with the fermented tea experts over at Real Kombucha to create a joint branding initiative. This has proved very successful and we've seen some fantastic engagement from our social media following and the kombucha and fermented food communities, helping us branch out into new markets.

OUR PARTNERSH I PS

Our collaborations are supported by:

In-store POS (including mini-guides, strut cards etc.) Recipe content Website landing pages Video content Seasonal and trend-led photography Blogs Competitions Marketing collateral Social media campaigns Events Blogger/influencer collaborations PR activity (including press releases, media bulletins etc.)

SOC IAL MED IA ANALYS I S

Facebook increase +43% Instagram increase +48%

As we aim to grow our social media channels, we are constantly reviewing, changing and monitoring our performance.

We use these findings to adapt our messaging to create more engagement to grow our followers.

Facebook We have seen a 43% increase in the number of followers on our Kilner® Facebook page in the past year. Instagram There has been a 48% increase in our Instagram following. Twitter In the last 12 months we have experienced a 20% increase in the number of Twitter followers.

Twitter increase +20%

I NSTAGRAM

We are working hard on creating a library of images on Instagram that is more lifestyle-focused, and less product heavy to appeal to a younger, trend-focused audience. We developed this new style late last year and from the performance analysis to date, we can see that there has been a positive impact on followers, with a growth of 10% in just over 2 months. We have also seen a spike in the number of positive inbound messages i.e. people commenting positively on the imagery shared. This is all very encouraging news and we are continuing to work on our image style to reach new audiences. We can support customer campaigns with interesting new imagery in a very quick timeframe, as we have an in-house studio set up and ready to shoot!

VI DEOS & REC I P ES

Videos Video content is king! When scrolling through the busy world of social media, if we can pique our reader’s interest, then we can capture their attention and inform, educate and entertain them, meaning they are more likely to remember our brand.

Videos are an important way for us to show consumers how to use our products and create brand engagement.

Recipes We don’t want to bombard our consumers with mindless information, we want to educate as well as drive traffic to our website. By providing our own recipes, images and step- by-step guides, we can turn around a recipe post in a short period of time. We showcase the most useful ways of using our products, ensuring that our customers are getting the most out of their purchases.

BLOGGERS

Our blogger outreach programme is an important part of our branding strategy. Working with select influential individuals or brands can have a positive impact on our brand awareness resulting in an increase of social media followers. Choosing the correct bloggers to work with on our brand will help us to reach targeted audiences and grow our follower base. Strategically we are trying to target a younger consumer across all of our brands, whilst still appealing to our older, more established consumer base. Bloggers will help us achieve this goal, as they have a huge influence on the younger generation. We work hard to research and identify the bloggers and micro-bloggers who we can work with to fit our brand values and spread the Kilner® message.

COMP E T I T I ONS

12 Days of Christmas competition 12th-24th December 2017

Creating content is one thing, but getting the reader to engage with the post is another. Competitions are a good way of spreading the word and our followers love them! We have run several successful competitions across our social media platforms and created interest from existing and new followers.

Number of people reached during the 12 day competition  >300k

We use competitions to:

Build communities - people trust their friends! If a friend encourages you to learn more about a brand, you're more likely to do so and join that community. Boost online engagement - encouraging likes, shares retweets, pins and comments. Increase followers - when our fans engage with us, this allows us to reach their friend lists and incentivise a new audience to enter and follow us too, thus increasing our page views and likes. Build brand awareness - by encouraging shares, this pushes entrants to spread the word with their friends. Increase sales - by giving away a free product, winners are more likely to return to purchase more and encourage their friends to do so in the process.

>40k

Total engagement Including l ikes, shares, comments  over the 12 day period

K I LNER® CLUB NEWS L E T T ER

Increase in number of subscribers to Ki lner® Club in the past year 317% No. of Ki lner® Club members >100k

We have a large consumer mailing list of people who have actively subscribed to our Kilner® Club newsletter.

Members can join the Club through our website and social media channels, but they also have the option to join by completing the insert which is included in every Kilner® product purchased. We send out regular newsletters and eshots to our subscribers to keep them informed about the products we have on offer, giving them inspiration and ideas on how to use the products, including recipes and other activities such as crafting and gifting. This Club is a way for us to increase brand loyalty and send targeted messaging to an audience who is already engaged and interested in the Kilner® brand and they are a fantastic resource for us to call upon for market research and product development ideas.

WHAT ' S NEXT ?

Glass vs. Plastic This topic is huge right now and is one of the main messages that we at Kilner® have to share with our consumers. We are working with a variety of influencers from bloggers to authors, to celebrities to help us spread the message and our campaign will involve social media, in-store POS, marketing collateral and PR activity. The Gut Stuff Collaboration We are working with The Mac Twins, who are very influential in the gut health community. They run their own company and website around gut-based blogs, selling products, organising consumer events and speaking at conferences around the world, they're even celebrity DJ's and often feature on TV and in media around the world! This partnership is perfect for Kilner® as we have a focus on gut health and how our products such as the Kombucha and Fermentation Sets, cater to this growing market. We will run competitions, digital campaigns and provide product for event demonstrations.

WHAT ' S NEXT ?

Influencers We continue to identify and work with bloggers and influencers that we feel have a good connection with the Kilner® brand and can help us to reach new audiences.

Upcoming/ongoing projects include:

Philip Schofield - How to Spend it Well TV Show Melissa Hemsley - various social media and press Joe Wicks - social media and press Rosemary Shrager - launch of her new cookbook Tom Kerridge - TV shows Sunday Brunch - TV show Alana Spencer from The Apprentice - social media Lorraine Pascale - social media & blogs TOWIE - TV show Simon Rimmer - TV show Mary Berry - TV show GBBO - TV show Daisy Wood Davies (Hollyoaks actress) - blogs & social The Avant Garde Vegan - social media & blogs

SOC IAL MED IA P LAN 20 1 8

January

February

March

April

#Ginuary Healthy Eating #Veganuary Detox Budgeting New Year resolutions

Marmalade season Healthy & tasty work lunches Pancake Day (13th) Valentine's Day (14th)

Build up to Easter: -Easter recipes -Easter crafting

Spring has arrived Spring cleaning Glass vs Plastic Zero Waste Real Kombucha campaign Easter Sunday (1st) UK Coffee Week (16th-22nd)

Seasonal rhubarb recipes Real Kombucha campaign Mother's Day (11th) St. Patrick's Day (17th) Nutrition & Hydration Week (12th-18th)

Organisation & decluttering The new Healthy Eating Guide

National Tea Day (21st) St. George's Day (23rd)

May

June

August

July

Spring recipes DIY dried herbs Wedding season World Whiskey Day (19th) National Barbecue Week (28th May-3rd June)

BBQ's & outdoor entertaining DIY sauces and marinades Summertime cocktails Summer preserve recipes Wedding season National BBQ Week (28th-3rd June) World Gin Day (9th) National Picnic Week (15th-24th) Father's Day (17th) National Cream Tea Day (29th) Warming and filling recipes Overnight oats Nut milks & nut butters Halloween recipes & crafting Harvest season World Porridge Day (10th) National Baking Week (15th-21st) World Nut Day (22nd) Halloween (31st)

Flavoured waters Wedding season

Grow your own produce Preserving your fruit and vegetables

Wedding gifts Wedding decor BBQ's & outdoor entertaining Wimbledon (2nd-15th)

Harvest season Wedding season National Allotments Week (13th- 19th)

September

October

December

November

Jam and preserve season: -recipes -how-to tutorials Harvest season Zero Waste Week (TBC)

Christmas gifting Getting ready for Christmas Autumnal foods and colours Warm drinks Bonfire Night (5th)

Christmas gifting Christmas crafting

Homemade food gifts New Years entertaining Christmas Day (25th) Boxing Day (26th) New Years Eve (31st) Build up to New Year's Eve

THANK YOU !

w w w . k i l n e r j a r . c o . u k