PAM® Helps Consumers ‘Pull It Off’ with New Advertising Campaign

PAM�, a Consumer Foods brand of ConAgra Foods, recently kicked off a new advertising campaign that emphasizes PAM as a convenient kitchen aid that helps consumers �pull it off.�

With the tag line, �Relax, PAM helps you pull it off,� the television and print advertisements remind consumers that they will have a successful outcome every time they use PAM Original, PAM Baking and PAM Grilling.

The television ads begin by showing the worst case scenario of cooking and baking without PAM. Fortunately, it is revealed that the worst case scenario is only the cook�s daydream and that she can relax because she used PAM and her dish will turn out just right to the delight of her family and friends.

In one ad, a mother is confronted with a crowd of rowdy children at a birthday party who are chanting that they want cupcakes. Unfortunately, her cupcakes are stuck to the pan. Another ad features a newlywed preparing brunch for her in-laws. As she tries to pry her salmon filet out of the pan, her meal is ruined when the skillet breaks and flies out of the window. In both instances, the cook and the viewer relax when it�s revealed to be a daydream. All is well in the kitchen and her guests are pleased because the cook remembered to use PAM.

�The new campaign was developed to reassure consumers that PAM will help them get meals to turn out the way they want them to,� said Michael Locascio, vice president and general manager at ConAgra Foods. �With over 100 perfect meals from each can of PAM, they can feel confident each time they step up to the stove, oven or grill they will be successful.�

The television ads began airing this month during prime time network programming and cable programs on channels such as The Food Network, American Movie Channel and Home & Garden Television. Additional ads are scheduled to run later in the year.

Accompanying print ads remind consumers to use PAM by showing women using various construction tools to remove food stuck to their cookware after they forgot to use PAM. Featuring the tag line �PAM helps you pull it off,� the ad campaign ensures consumers that they will experience success every time they use PAM when they cook, bake, and grill. The ads will run in women�s lifestyle magazines in April and May.

PAM is a brand of ConAgra Foods, Inc., (NYSE: CAG), one of North America�s leading food companies, with brands in 97 percent of America�s households. Consumers find Banquet, Chef Boyardee, Egg Beaters, Healthy Choice, Hebrew National, Hunt�s, Marie Callender�s, Orville Redenbacher�s, PAM, Peter Pan, Reddi-wip and many ConAgra Foods brands in grocery, convenience, mass merchandiser and club stores. ConAgra Foods also has a strong business-to-business presence, supplying potato, other vegetable, spice and grain products to a variety of well-known restaurants, foodservice operators and commercial customers. For more information, please visit us at www.conagrafoods.com.

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