AB MAURI FLEISCHMANN'S MARKETING PLATFORM FOCUSES ON AUTHENTICITY AND TECHNICAL KNOWLEDGE

“Solutions for Baking Success” Anchors All Advertising

(Chesterfield, Missouri…. November 23, 2009) Inspired by bakers and consumers alike, AB Mauri Fleischmann’s launches a marketing platform built on authenticity and technical knowledge. Marketing efforts will focus on product-specific benefits anchored by one strategic core message – Solutions for Baking Success^TM. This core message will be supported through authentic technical imagery balanced with a tone of approachability across all marketing efforts.

The Solutions for Baking Success mantra stands for five key technical skill sets – fermentation, oxidation, quality enhancement, shelf-life extension and chemical leavening. The skills sets, or solutions, are the foundation of the company’s portfolio of offerings, which include two strong brands – Fleischmann’s Yeast and AB Mauri Bakery Ingredients.

“Our unique selling proposition starts with our customers – bakers, and while we do not service consumers directly, we must understand their needs to meet the needs of bakers. Bakers are looking for baking success, so that they can deliver a consistent consumer-friendly product each and every time. We offer the solutions that can help deliver that success,” said Greg Strauss, vice president of sales and marketing, AB Mauri Fleischmann’s.

A recent example of this authentic technical platform was communicated through an advertisement for Baker’s Best Frozen Dough Yeast from the Fleischmann’s Yeast product line. The print advertisement featured in key trade publications, such as Milling & Baking News, features an authentic image of a baker wearing a hair net and smiling in an industrial bakery setting with the heading – “Freeze. Store. Proof. Bake. Smile.” The smile stands for more than a satisfied baker. It also delivers on the consumer’s satisfaction in the final baked product.

“Many trade advertisements in our industry show images of bakers outside of their environment. We wanted authentic images of bakers in their own environment – the actual bakery. We wanted to capture all details. For example, we included a hairnet on our smiling baker because a real baker would wear a hairnet for food safety concerns,” said Jennifer Condren, marketing manager, AB Mauri Fleischmann’s.

All trade advertisements include the Solutions for Baking Success message along with the five key technical skill sets and company contact information. Other marketing pieces that feature the new Solutions for Baking Success message include the main AB Mauri Fleischmann’s web site abmf.com and the annual tradition of sharing a holiday gift with the bakery industry – the 2010 desk calendar with a bonus vacation planner.

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