W W W . P R S R E S E A R C H . C O M

Report

Prepared for:

AEB

July 2013

PRS Job #: K3285

American Egg Board

P R S Q U A L I T A T I V E P A T H F I N D E RTM & W E B - S C R E E N P L U STM

PACKAGING REDESIGN

I N T R O D U C T I O N T O P R S

Our Mission Statement

At PRS, our mission is to apply consumer research expertise, technological innovation and analytical insight that helps our clients “win at retail” in the global marketplace.

I N T R O D U C T I O N T O P R S

Our Focus: Packaging & Shopper Research

I N T R O D U C T I O N T O P R S

4

Global Reach & Experience

Over 40% of the studies conducted by PRS are international in scope with trained packaging moderators in over 30 countries.

Established in 1972, PRS consists of over 200 research professionals located throughout North America, Europe and Asia.

I N T R O D U C T I O N T O P R S

5

Over 40% of the studies conducted by PRS are international in scope with trained packaging moderators in over 30 countries.

Global Reach & Experience

450 500 550 600 650 700 750 800 +

In 2012, PRS completed 800+ Qualitative & Quantitative studies focused on packaging and point-of-sale issues.

Established in 1972, PRS consists of over 200 research professionals located throughout North America, Europe and Asia.

350 300 250 200 150 100 50 400

I N T R O D U C T I O N T O P R S

6

Global Reach & Experience

PRS is the packaging research partner to many of the world’s largest global brands.

Over 40% of the studies conducted by PRS are international in scope with trained packaging moderators in over 30 countries.

In 2012, PRS completed 800+ Qualitative & Quantitative studies focused on packaging and point-of-sale issues.

Established in 1972, PRS consists of over 200 research professionals located throughout North America, Europe and Asia.

I N T R O D U C T I O N

7

Background & Objectives

The American Egg Board is interested in exploring new packaging options for eggs – moving beyond a basic/functional appearance, to potentially leverage the types of communication and graphics used on egg cartons in other countries. An round of qualitative research was conducted with PRS to explore a wide range of egg packages, spanning different executions (i.e., shapes, materials, colors, claims, graphics, etc.). From this, 2 design platforms emerged as viable options for the near future: One with a focus on nutritional messaging One with a focus on visual imagery (farm scene, green color)

Subsequently, quantitative evaluation was conducted on these options, relative to control packages (which are more “basic” in nature). The goal of this research was to… Gauge consumer reactions to potential new design options Understand the role and contribution of specific packaging elements Identify the stronger design approach and confirm that it is a “step up” Uncover opportunities for design refinement (if needed)

This study will help to ensure that egg packaging is represented effectively at the point-of-sale, where most purchase decisions are made.

Comprehensive Approach

Global Audit of Existing Packaging Focus Groups Statistically

Significant Quantitative

Research

Eye Tracking

8

E X E C U T I V E S U M M A R Y

9

Overview of Findings The new packaging options are superior to existing packaging, as they positively

influence consumer appeal and interest in buying eggs.

Consumers react favorably to the inclusion of health/nutritional messaging, which enhances/broadens potential usage occasions.

Farm scenery (and the color green) is also positively received, as it conveys the “natural” aspect of eggs.

The inclusion of inner-lid preparation instructions (how to hard boil an egg) is seen as helpful, and makes shoppers more interested in buying.

While both materials convey product protection to consumers, the Pulp Carton is seen as more environmentally friendly than Styrofoam.

The use of a molded egg carton further enhances perceptions of product protection.

PRS Eye-Tracking shows that the new packaging helps to highlight the “new news” (visuals, claims) while still making sure that other traditional elements (branding, “Grade A Eggs”) are visible.

E X E C U T I V E S U M M A R Y

10

Qualitative: Stimuli

E X E C U T I V E S U M M A R Y

11

Qualitative: Sample Composition

Session 6 consumers / 1.5 hours

Market Date Segment

1

Chicago, IL 6/4

Light Users

2 Medium Users

3 Heavy Users

*The full Screener is included in the Appendix.

E X E C U T I V E S U M M A R Y

12

Qualitative: Discussion Flow

In each group, the following was the general flow of topics explored: Introductions

Category Discussion

Thematic Topic #1: Structure

Thematic Topic #2: Graphics

Thematic Topic #3: Nutritional Claims

Summation

*The full Moderator Guide is included in the Appendix.

13

Qualitative: Health Communication

The nutritional composition of eggs is a key driver encouraging more frequent usage from medium and heavy users (beyond protein). The “game changer” communication strategies identified below offer the potential to celebrate the unique point-of-difference eggs have versus other protein sources. Protein is an expected component, decreasing its ability to create new “news” in the category “Presence of Positives” messaging appears to be the most compelling and relevant for

mainstream brands “Absence of Negatives” messaging tends to skew towards natural/organic eggs, however

referencing low cholesterol and low fat/calories are relevant opportunity areas for mass brands

Absence of Negatives Presence of Positives Combination of Tactics

E X E C U T I V E S U M M A R Y

14

Qualitative: Health Opportunity Areas

Touting nutritional information represents one strategy to increase the frequency with which eggs are consumed, and perhaps justify a higher price point. Salient messages include: Presence of Positives: Vitamin B12, Vitamin D Absence of Negatives:

- Reduction or elimination of mainstream negatives (i.e., cholesterol, caloric intake)

- More advanced messages (i.e., no GMOs) are more relevant to heavy users, of which increasing usage is much less likely. This messaging appears to be further out with little relevancy to light and medium users.

Educated consumers can create a linkage between an ingredient and the corresponding health benefit. - If more advanced benefits are employed (i.e., Omega 3), linking the

ingredient to the health benefit may be needed to create a reason for light and medium users to increase consumption.

I buy eggs because they are nutritious. They are high in protein. -Light user

I didn’t know eggs are rich in Vitamin D and Vitamin B12. That is a surprise. It’s newsworthy. -Medium user

Eggs are a good source of vitamins, biotin and choline. That’s why I eat so many. -Heavy user

E X E C U T I V E S U M M A R Y

15

Qualitative: Farm Imagery

Use of a farm-related image instinctually conveyed a natural/organic, free range positioning without explicitly making these claims. However, caution must be exercised to avoid misleading consumers. Farm Imagery Telegraphically shifts perceptions to a natural, unaltered

product Freshness credentials were also gained - Currently, confirming product freshness is predominantly

achieved by sourcing the expiration date - The freshness credentials gained by the farm imagery are

conveyed by a feel of “straight from the farm” and are imagery laden and more incremental in nature

The imagery of chickens in field suggests “happier bird = tastier egg.” But, also conveys the feeling of eggs that are organic, free range – as the obvious imagery of open space implies.

E X E C U T I V E S U M M A R Y

Stimuli– Control Concepts – “Basic”

Styrofoam

Pulp

“Nutrition” Concept

“Nutrition” Concept

“Farm” Concept

“Farm” Concept

I N T R O D U C T I O N

21

Web-based Interviews* 1. Reactions to Packaging An attitudinal interview measured each system’s:

Appeal Communication Persuasiveness

Interview Components

In-person Interviews** 2. Package Viewing Patterns PRS Eye-Tracking documents exactly what was seen

(and ignored) as shoppers first view the package.

* The study was monadic, as each shopper reacted to only one version of the egg packaging.

6%

** In-Person Interviews were conducted for Pulp Carton – Basic Graphics, Pulp Carton – Nutrition Graphics, Pulp Carton – Farm Graphics only.

8%

5%

26%

78%

11%

90%

31%

I N T R O D U C T I O N

22

Supplemental Eye-Tracking

PRS Eye-Tracking data is gathered from a quantitative sample (of 75 category shoppers), via in-person interviews at mall-based research facilities in 10-12 cities across the U.S. – separate from the web-based sample. This component is conducted in parallel with the web-based research, so that findings can be reported simultaneously. Design options are presented via monadic exposure within the context of competitive products and those from other categories to prevent reaction biasing.

I N T R O D U C T I O N

23

Sample Composition & Test Locations

A 4-cell monadic study in which each egg package was seen/assessed by approximately 150 shoppers. All shoppers met the following criteria: 60% female, 40% male between the ages of 18-54 Past month buyers of classic/regular eggs

- 1/3rd each Light, Medium and Heavy Users Have no diet or allergy restrictions Must not only use organic products Must not follow an environmental or animal protection group such as PETA or Green Peace

This component was conducted via a national web-based panel. A 3-cell monadic study in which each egg package (all except Styrofoam) was seen/assessed by approximately 75 shoppers – using the sampling criteria above. Interviews were conducted in June 2013 in the following 10 locations: Atlanta, GA; Moorestown, NJ; Boynton Beach, FL; Gurnee, IL; Massapequa, NY; Paramus, NJ;

Auburn, WA; Henderson, NV; Hazelwood, MO; Tucson, AZ

Web-based Interviews

In-Person Interviews

I N T R O D U C T I O N

24

Statistical Significance (Tested at 90%)

Current % (A)

Proposed % (B)

84 B 60 xxxx:

Insight from prior research

Qualitative Insights

“xxxx”

-Qualitative, User

Insights from the previously conducted Qualitative Exploratory are designated by orange text, text boxes and/or speech balloons.

Throughout this report, statistical significance is denoted in the following manner: Each design system is represented by a portion of either a graph, chart and/or table. Each design system is stat checked against one another at the 90% level of confidence. The following is an example of a statistically significant advantage:

- 84B in the Current cell would mean that this figure (84%) is statistically significant to the lower number in the Proposed cell.

- If the numbers from each cell are below 10%, they are not tested for statistical significance.

25

DETAILED FINDINGS

These designs help to move away from the generic/outdated associations of “today’s egg packaging” as well.

D E T A I L E D F I N D I N G S

26

Both New Design Strategies Enhance The Appeal Of Egg Packaging

Styrofoam Pulp CartonBasic Basic Nutrition Farm

Graphics Graphics Graphics GraphicsBase: (152) (151) (151) (151)

% % % %(A) (B) (C) (D)

Generic looking 18 CD 32 ACD 11 7Outdated 5 13 ACD 3 1

Significance Tested at 90%; A/B/C/D Category Sample

16%

53%

15%

43%

30%

76%

43%

79%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Like it very much Like it very much/somewhat

Styrofoam - Basic Graphics Pulp Carton - Basic Graphics Pulp Carton - Nutrition Graphics Pulp Carton - Farm Graphics

AB

AB

ABC

AB

B

The use of bulleted nutritional copy – coupled with Facts Up Front icons – likely drives this strength.

It is important to acknowledge that the Farm design also has some informational strength (as the nutritional copy is included there too), but not to the same degree given it’s lesser focus/priority on that design.

D E T A I L E D F I N D I N G S

27

The Appeal Of The Nutrition Graphics Design Is Rooted In It’s Functional/Informative Approach

Significance Tested at 90%; A/B/C/D

Styrofoam Pulp CartonBasic Basic Nutrition Farm

Graphics Graphics Graphics GraphicsBase: (152) (151) (151) (151)

% % % %(A) (B) (C) (D)

FunctionalEasy to read 66 68 72 D 61Informative 22 15 48 ABD 32 AB

Educational 7 1 36 ABD 20 AB

Credible 16 17 33 ABD 19

Category Sample

Pulp Carton – Nutrition Graphics

The use of brighter colors and visual imagery considerably improves how shoppers perceive egg packaging.

D E T A I L E D F I N D I N G S

28

The Appeal Of The Farm Graphics Design Is Rooted In Package Aesthetics / Imagery

Significance Tested at 90%; A/B/C/D

Styrofoam Pulp CartonBasic Basic Nutrition Farm

Graphics Graphics Graphics GraphicsBase: (152) (151) (151) (151)

% % % %(A) (B) (C) (D)

Aesthetic/Image BasedFresh 30 B 14 26 B 41 ABC

Attractive 24 B 12 24 B 50 ABC

Natural looking 22 21 28 34 AB

Appetizing looking 13 9 17 B 28 ABC

Modern/up-to-date 12 7 13 B 33 ABC

Premium looking 9 2 11 B 29 ABC

Engaging 7 2 10 B 17 ABC

Unique 5 3 9 26 ABC

Dynamic 4 2 3 10 ABC

Category Sample Pulp Carton – Farm Graphics

The farm visual makes me think the eggs will be fresh, straight from the farm! -Qual, Light user

The open landscape look is appealing. The eggs must be natural and fresh. -Qual, Heavy user

D E T A I L E D F I N D I N G S

29

Both Design Strategies “Ladder-Up” To Improved Perceptions of Health & Nutrition For Eggs

Significance Tested at 90%; A/B/C/D

Styrofoam Pulp CartonBasic Basic Nutrition Farm

Graphics Graphics Graphics GraphicsBase: (152) (151) (151) (151)

% % % %(A) (B) (C) (D)

Health & Nutrition - Top BoxAre fresh from the farm 33 B 15 36 B 46 ABC

Are a source of high quality protein 22 25 60 AB 56 AB

Are healthy 20 25 53 AB 54 AB

Are all-natural 20 17 54 AB 47 AB

Contain no sugar 18 26 A 51 AB 52 AB

Contain nutrients and vitamins 16 20 54 AB 56 AB

Have no hormones or antibiotics added 14 13 50 AB 53 AB

Are a good source of Vitamin D 13 17 56 AB 48 AB

Are an excellent source of Choline 9 11 45 AB 40 AB

Have only 70 calories each 9 14 56 AB 54 AB

Category Sample

Pulp Carton – Farm Graphics

Pulp Carton – Nutrition Graphics

Importantly, this confirms that today’s egg packages are missing an opportunity to convey these benefits – as they do not “come through” without explicitly being written on pack. Nutrition Graphics: Nutritional awareness appears to encourage heavier usage. Promoting the

intrinsic health benefits in eggs may encourage light users to transform into medium, and medium users to heavy.

D E T A I L E D F I N D I N G S

30

The New Packages Also Enhance Usage Occasions & Preparations For Eggs

Pulp Carton – Farm Graphics

Pulp Carton – Nutrition Graphics Significance Tested at 90%; A/B/C/D

Styrofoam Pulp CartonBasic Basic Nutrition Farm

Graphics Graphics Graphics GraphicsBase: (152) (151) (151) (151)

% % % %(A) (B) (C) (D)

Usage & Preparation - Top BoxAre suitable to use everyday 34 35 49 AB 54 AB

Are good for breakfast 34 36 56 AB 51 AB

Are good for baking 25 31 49 AB 47 AB

Could be prepared in a way that is new for me 13 15 19 34 ABC

Category Sample

Understanding the nutritional composition of eggs is a key driver encouraging more frequent

usage and broader meal application from medium and heavy users. “Eggs are a good protein source. Eating 3-4 eggs is cheaper than beef. It’s an inexpensive source of

protein.” –Qual, Heavy user

D E T A I L E D F I N D I N G S

31

Overall Quality & Taste Perceptions Are Improved Too

Pulp Carton – Farm Graphics

Pulp Carton – Nutrition Graphics

Significance Tested at 90%; A/B/C/D

Styrofoam Pulp CartonBasic Basic Nutrition Farm

Graphics Graphics Graphics GraphicsBase: (152) (151) (151) (151)

% % % %(A) (B) (C) (D)

Quality & Taste - Top BoxAre for someone like me 26 30 50 AB 47 AB

Would be delicious 26 25 40 AB 46 AB

Are high quality 21 19 48 AB 49 AB

Are better than other eggs 9 11 18 A 26 ABC

Category Sample

Depicting the health attributes in a readable, organized manner (specifically, a bulleted list)

managed to elevate quality cues (in addition to health).

Significance Tested at 90%; A/B/C/D

Basic Basic Nutrition FarmGraphics Graphics Graphics Graphics

Base: (152) (151) (151) (151)% % % %(A) (B) (C) (D)

Impact of Packaging on Purchase InterestMore interested than before in buying eggs 7 7 27 AB 33 AB

Expected Price $2.00 B $1.84 $2.22 AB $2.24 AB

Perceived Value ($1.99)A very/somewhat good value (T2B) 45 B 35 55 AB 60 AB

A very good value (TB) 19 16 32 AB 38 AB

Claimed Purchase Interest ($1.99)Definitely/probably would buy (T2B) 49 50 64 AB 62 AB

Definitely would buy (TB) 22 19 32 AB 42 ABC

Category Sample

Pulp CartonStyrofoam

D E T A I L E D F I N D I N G S

32

The New Designs Drive Stronger Value Perceptions & Interest In Buying Eggs

Pulp Carton – Farm Graphics

Pulp Carton – Nutrition Graphics

33

OTHER DIAGNOSTICS

34

The New Designs Bring Initial Attention To Elements Beyond Just Branding And Size/Grade Information

32%

71%

Percent Noted First Element Viewed Typical Viewing Pattern

25%

50% 13% 26%

78%

11%

90%

31%

30%

17%

12%

26%

23%

36%

31%

9%

95%

O T H E R D I A G N O S T I C S

The Farm Graphics Design creates initial focus on the visual imagery itself, and then brings shoppers to supportive informational copy.

O T H E R D I A G N O S T I C S

35

Pulp Cartons Are Seen As More Environmentally Friendly Than Styrofoam Packaging

Significance Tested at 90% A/B/C/D Category Sample

Base:

Styrofoam Basic

Graphics (152) (A)

Pulp Carton

Basic Graphics

(151) (B)

Nutrition Graphics

(151) (C)

Farm Graphics

(151) (D)

Comes in an environmentally friendly carton (T3B) 38 79A 79A 78A

Does not come in an environmentally friendly carton (B3B) 36BCD 3 2 4

O T H E R D I A G N O S T I C S

36

Egg Protection Is Enhanced With The “Molded” Package

Significance Tested at 90% A/B/C/D Category Sample

Base:

Styrofoam Basic

Graphics (152) (A)

Pulp Carton

Basic Graphics

(151) (B)

Nutrition Graphics

(151) (C)

Farm Graphics

(151) (D)

Would protect the eggs (TB) 36 33 38 48ABC

Would keep the eggs fresh (TB) 36 30 40B 46AB

O T H E R D I A G N O S T I C S

37

The “Molded” Package Is Seen As Less Easy To Open

Significance Tested at 90% A/B/C/D Category Sample

Base:

Styrofoam Basic

Graphics (152) (A)

Pulp Carton

Basic Graphics

(151) (B)

Nutrition Graphics

(151) (C)

Farm Graphics

(151) (D)

Is easy to open (TB) 59D 52 60D 47

Is easy to see and inspect the eggs in the store (TB) 42D 36 48BD 30

This may be a result of seeing a less familiar opening “button”, and trial would be needed to confirm ease.

O T H E R D I A G N O S T I C S

38

The Inner Lid With Preparation Instructions Is Well-Received By Shoppers

Significance Tested at 90%; A/B/C/D

StyrofoamBasic Basic Nutrition Farm

Graphics Graphics Graphics GraphicsBase: (152) (151) (151) (151)

% % % %(A) (B) (C) (D)

Overall Appeal Of Inner Lid InformationLike it very much/somewhat (T2B) 43 44 74 AB 79 AB

Like it very much (TB) 20 17 46 AB 41 AB

Helpfulness Of Inner Lid InformationExtremely/very helpful (T2B) 37 34 62 AB 57 AB

Extremely helpful (TB) 14 13 26 AB 25 AB

Impact of Inner Lid Information on BuyingMakes you more interested in buying them 13 11 28 AB 33 AB

Category Sample

Pulp Carton

O T H E R D I A G N O S T I C S

39

Summary – Light Users Significance Tested at 90% A/B/C/D Light Users

Base:

Styrofoam

Basic Graphics

(50) (A)

Pulp Carton

Basic Graphics

(50) (B)

Nutrition Graphics

(50) (C)

Farm Graphics

(50) (D)

Overall Appeal (T2B) 48 46 64B 70AB

Functional (% Selecting)

Informative 16 12 44ABD 28B

Educational 6 2 34ABD 14B

Aesthetic/Image Based (% Selecting)

Attractive 20 10 18 46ABC

Premium looking 4 2 - 26AB

Health/Nutrition (TB)

Are a source of high quality protein 16 14 48AB 48AB

Contains nutrients and vitamins 4 14A 44AB 48AB

Usage/Preparation (TB)

Are good for breakfast 30 30 46AB 42

Are suitable to use everyday 24 24 38 40AB

Quality/Taste (TB)

Would be delicious 22 16 40AB 32B

Are high quality 18 10 36AB 42AB

Value & Motivation

More Interested Than Before In Buying Eggs 2 2 16AB 30ABC

Perceived Value (TB) 18 16 30B 28

Purchase Interest (TB) 20 20 26 34

O T H E R D I A G N O S T I C S

40

Summary – Medium Users Significance Tested at 90% A/B/C/D Medium Users

Base:

Styrofoam

Basic Graphics

(52) (A)

Pulp Carton

Basic Graphics

(51) (B)

Nutrition Graphics

(51) (C)

Farm Graphics

(51) (D)

Overall Appeal (T2B) 48 35 84AB 86AB

Functional (% Selecting)

Informative 25 18 47AB 31

Educational 4 - 35A 25A

Aesthetic/Image Based (% Selecting)

Attractive 19 12 18 51ABC

Premium looking 8 2 12B 27ABC

Health/Nutrition (TB)

Are a source of high quality protein 17 22 67AB 55AB

Contains nutrients and vitamins 17 22 57AB 59AB

Usage/Preparation (TB)

Are good for breakfast 29 31 57AB 53AB

Are suitable to use everyday 27 37 55AB 59AB

Quality/Taste (TB)

Would be delicious 19 25 35A 47AB

Are high quality 19 18 53AB 49AB

Value & Motivation

More Interested Than Before In Buying Eggs 6 6 35AB 33AB

Perceived Value (TB) 15 22 37AB 41AB

Purchase Interest (TB) 15 18 31A 47AB

O T H E R D I A G N O S T I C S

41

Summary – Heavy Users Significance Tested at 90% A/B/C/D Heavy Users

Base:

Styrofoam

Basic Graphics

(50) (A)

Pulp Carton

Basic Graphics

(50) (B)

Nutrition Graphics

(50) (C)

Farm Graphics

(50) (D)

Overall Appeal (T2B) 64 48 80AB 80AB

Functional (% Selecting)

Informative 24 14 52AB 36B

Educational 10 2 38ABD 20B

Aesthetic/Image Based (% Selecting)

Attractive 32B 14 36B 52AB

Premium looking 16B 2 22B 34AB

Health/Nutrition (TB)

Are a source of high quality protein 32 40 64AB 64AB

Contains nutrients and vitamins 26 24 60AB 60AB

Usage/Preparation (TB)

Are good for breakfast 42 48 64A 58

Are suitable to use everyday 52 44 54 64B

Quality/Taste (TB)

Would be delicious 36 32 46 58AB

Are high quality 26 28 54AB 56AB

Value & Motivation

More Interested Than Before In Buying Eggs 14 12 30AB 36AB

Perceived Value (TB) 24B 10 30B 46ABC

Purchase Interest (TB) 32 20 38B 44B

42

EXECUTIVE SUMMARY

E X E C U T I V E S U M M A R Y

43

Conclusions & Recommendations

Both new design routes offer substantial upside vs. today’s egg packaging. It is recommended that these packages (and their design tactics) be adopted within the industry to elevate perceptions of eggs, and ultimately to help drive purchase motivation.

Both designs vastly improve the appeal of egg packaging, and shift away from being

generic/outdated in appearance. However, they accomplish this in different ways:

- The Nutrition Graphics are a more functional and informative design, focused on clearly conveying health messaging (via bulleted copy and Facts Up Front icons).

- The Farm Graphics employ visual cues such as the farm background and green color to build a more aesthetically pleasing design – while also conveying some of the health and nutrition information (albeit less prominently).

E X E C U T I V E S U M M A R Y

44

Conclusions & Recommendations (cont’d)

While both routes are successful upgrades, the Farm Graphics are slightly more effective as it seems to capture a balance of aesthetics and information, resulting in even stronger levels of package appeal and purchase interest (compared to Nutrition Graphics).

Furthermore, the Farm Graphics are best poised to increase buying among Light Users

(the opportunity group) while also demonstrating strength among Medium & Heavy Users.

Additional Findings:

The inclusion of preparation instructions (hard boiled eggs) on the inner lid is well-received and seen as helpful. Importantly, shoppers also cite it as making them more interested in buying eggs. When possible, this should be considered for implementation.

The “molded” egg carton used on the Farm Graphics design is seen as advantageous in terms of protecting the eggs and keeping them fresh. It is, however, perceived to be less easy to open – but this may be a function of how the opening “button” is portrayed (and could potentially be alleviated with actual trial).

E X E C U T I V E S U M M A R Y

45

Conclusions & Recommendations (cont’d)

Additional Findings (cont’d):

The Styrofoam material is believed to be as “functional” as the pulp cartons in terms of opening/protection/freshness, but is perceived to be worse for the environment. - Interestingly, throughout the rest of this quantitative evaluation, the basic Styrofoam

packaging outperformed the basic pulp carton packaging. This differs from the qualitative learnings, however it is believed that this is due to the different graphics used on these packages. While both were intended to be “basic” in nature, it seems as if the inclusion of other elements on Styrofoam (i.e., chicken visual, freshness copy, No Hormones copy) helped its overall performance.

46

CONTACTS

Kristen Griffith Account Director

T: 201.720.7185

kgriffith@prsresearch.com San Francisco, CA

Jonathan Zunick Senior Research Director

T: 201.720.2753

jzunick@prsresearch.com Teaneck, NJ

Allison DeBell Analyst

T: 201-720-2272

Allison.DeBell@prsresearch.com Teaneck, NJ

Arelis Buzzerio Project Director

T: 201.720.2733

Arelis.Buzzerio@prsresearch.com Teaneck, NJ