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Mrs. Butterworth's® Partners with Busch Gardens®

PRKS | January 9, 2014

Mrs. Butterworth’s® and Busch Gardens® have partnered to create a promotional campaign based on the lifestyle preferences of its consumers. Leveraging proprietary market research, the Mrs. Butterworth’s brand has created a program that crosses the grocery aisle, through social media and into the real world, while propelling the iconic syrup brand into a unique relationship.

Mrs. Butterworth’s and Busch Gardens partner to treat families to a fun family trip. (Photo: Business Wire)

Through an extensive data gathering process, the Mrs. Butterworth’s brand found that more than one in three Mrs. Butterworth’s syrup consumers are likely to visit theme parks. The brand has also enjoyed past success by offering limited-edition collectible bottle designs on its products to attract new consumers and shorten the syrup purchase cycle. With experts predicting U.S. theme-park revenue to climb to $13.4 billion in 2013, according to market researcher IBISWorld, a campaign idea was born. The syrup brand teamed up with a leading theme park brand, Busch Gardens, to drive engagement and excitement about the syrup though the use of a theme that extends Mrs. Butterworth’s long-standing tradition of bringing fun to the breakfast table to a real-life, family-fun adventure.

The promotion, the Mrs. Butterworth’s Family Fun Sweet-stakes, will be hosted on the Mrs. Butterworth’s Facebook page and invites families to enter to win a two-day, three-night VIP trip for four to one of the Busch Gardens locations. Starting in January 2014, the product will feature a Busch Gardens-themed wrap on its iconic bottle. The bottles will be available at retailers nationwide through April 2014.

“Through this partnership with Busch Gardens, Mrs. Butterworth’s saw an opportunity to reach its core consumer, imaginative moms,” said Eric Hintz, Vice President of Marketing with the Mrs. Butterworth’s brand. “By creating memorable experiences for families, Mrs. Butterworth’s can drive consumer engagement and brand loyalty, while further building our category leadership.”

“For a brand known for natural family fun, we think this is a perfect partnership that should appeal to fans of both Busch Gardens and Mrs. Butterworth’s,” said Michael Hartman, Senior Marketing Officer for the Busch Gardens brands.

The Family Fun Sweet-stakes kicks off on Facebook in January 2014 and runs through April 30, 2014. The prize package includes air travel, hotel and theme park admission to one of the Busch Garden parks in either Tampa, Fla. or Williamsburg, Va., as well as special VIP experiences. To enter and learn about the official rules and details, visit www.facebook.com/MrsButterworths.

About Pinnacle Foods Inc.

In more than 85% of American households, consumers reach for Pinnacle Foods brands. Pinnacle Foods is a Top 1000 Company ranked on Fortune Magazine's 2013 Top 1000 companies list. We are a leading producer, marketer and distributor of high-quality branded food products, which have been trusted household names for decades. Headquartered in Parsippany, NJ, our business employs an average of 4,400 employees. We are a leader in the shelf stable and frozen foods segments and our brands hold the #1 or #2 market position in 10 of the 12 major categories in which they compete. Our Duncan Hines Grocery Division manages brands such as Duncan Hines® baking mixes and frostings, Vlasic® shelf-stable pickles, Mrs. Butterworth's® and Log Cabin® table syrups, Wish-Bone® and Western® salad dressings, Armour® canned meats, Brooks® and Nalley® chili and chili ingredients, Duncan Hines® Comstock® and Wilderness® pie and pastry fruit fillings and Open Pit® barbecue sauces. Our Birds Eye Frozen Division manages brands such as Birds Eye®, Birds Eye Steamfresh®, C&W®, McKenzie's®, and Freshlike® frozen vegetables, Birds Eye Voila!® complete bagged frozen meals, Van de Kamp's® and Mrs. Paul's® frozen prepared seafood, Hungry-Man® frozen dinners and entrées, Aunt Jemima® frozen breakfasts, Lender's® frozen and refrigerated bagels, and Celeste® frozen pizza. Our Specialty Foods Division manages Tim's Cascade Snacks®, Hawaiian® kettle style potato chips, Erin's® popcorn, Snyder of Berlin® and Husman's® snacks in addition to our food service and private label businesses. Further information is available at http://www.pinnaclefoods.com.

About SeaWorld Parks & Entertainment

SeaWorld Parks & Entertainment™ is a leading theme park and entertainment company delivering personal, interactive and educational experiences that blend imagination with nature and enable its customers to celebrate, connect with and care for the natural world we share. The Company owns or licenses a portfolio of globally recognized brands including SeaWorld®, Shamu® and Busch Gardens®. Over its more than 50 year history, the Company has built a diversified portfolio of 11 destination and regional theme parks that are grouped in key markets across the United States, many of which showcase its one-of-a-kind collection of approximately 67,000 marine and terrestrial animals. The Company’s theme parks feature a diverse array of rides, shows and other attractions with broad demographic appeal which deliver memorable experiences and a strong value proposition for its guests. In addition to its theme parks, the company has recently begun to leverage its brands into media, entertainment and consumer products. SeaWorld Parks & Entertainment is a wholly owned subsidiary of SeaWorld Entertainment, Inc., a publicly traded company (NYSE: SEAS). For more information, visit www.SeaWorldEntertainment.com.

About Busch Gardens Parks

At Busch Gardens®, fun comes naturally. An unparalleled mix of thrilling rides, animal encounters and captivating shows lets families soar, roar, and discover shared family fun. Set amidst naturally beautiful environments, Busch Gardens has two locations: Tampa, Fla., and Williamsburg, Va. For more information, visit www.BuschGardens.com.