2020 December Board Book

COVID-19 Media Adjustments: We’ve also made adjustments to our digital buy to align more closely with the new viewing behaviors that audiences are developing as many adjust to the new norm of COVID-19. While restrictions have decreased (compared to the beginning of COVID), there is still increased viewing of streaming services (i.e., Hulu, Roku). We took advantage of this to emulate the impact the creative had on TV. • Increased our presence within popular streaming platforms to find our Lifestyle Balancers (LBs) as they watch • Serve only on the big screen within these streaming platforms We’ve also made sure to not appear next to any news content/COVID-related content, and increased our exposure next to food-related content (taking advantage of the surge in people consuming food and lifestyle content on the web). Audience: Across all media campaigns, we continued to target the LBs in California. LBs eat dairy often and buy it for their family. Shared traits and behaviors that define this group are:

• Use food as a social connection • Are curious and love to explore • Value balanced health

Digital Video Metrics: As of October 31, Digital Video (including YouTube) has served a total of:

• 82.8MM Impressions • 70.7MM Video Views • 188K Clicks

Local Promotions: In 2020, there have been digital campaigns supporting various local promotions. • April Cheese Month: Provided Facebook/Instagram support to attract

consumers to Hyvee locations in the Midwest.