2023 March Board Book

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Q4 Foodservice Snapshot

Key Insights from Results • The SEM campaign in Q4 di splayed the strongest quarter ly performance of 2022, dr iving the most cl icks and impress ions, whi le al so demonstrat ing the most ef f icient cost-per-cl ick. Thi s i s attr ibuted to keyword level opt imi zat ion and focus on the most ef f icient keyword traf f ic. • There was one earned story in Q4, which i s lower than pr ior quarters in 2022, though i s the same as Q4 2021 and in l ine wi th a typical s lowdown of trade pick-up seen at year-end • Pi zza Today’s social media campaign cont inued as a top-performing paid media tact ic • Unique and seasonal recipes, especial ly on Facebook, drove the most l ink cl icks and achieved the highest CTRs for the foodservice ‘Always On’ social ampl i f icat ion program

1 Story Earned Media

867K Advertising Impressions Always-On Program

2.6M Paid Social + SEM Impressions Always-On Program + Pizza Contest + Cal-Mex Competition

55K Website Visits Direct from Paid Tactics Always-On Program

Content Highl ights

Priority Focus Areas Percent of Paid + Earned Impressions CA Dairy + Cal-Mex: 30% CA Dairy + Sustainability: 20%