UNFI Canada 2024 Advertising Book

2024 ADVERTISING

DISCOVER NEW WAYS TO BUILD YOUR BRAND WITH UNFI CANADA

MESSAGE FOR OUR BRAND PARTNERS Thank you for choosing to partner with us at UNFI Canada. Our mission is to help you build your brand and grow your business, which is why we created our Advertising Program.

The main goal of our program is simple, use our 30 years of industry experience to get your brand noticed and ultimately increase your sales. We have developed strong retailer relationships across Canada, and we communicate in many different ways with Monthly Specials, Email Advertising, Tradeshows, and more. These touchpoints create opportunities for your brand to be highlighted and get noticed by retailers.

We have crafted the following advertising opportunities in this book with ROI in mind and we hope you find a program that fits your brand's needs. We are always here to help you so feel free to reach out to us at marketingcanada@unfi.com.

Thank you for choosing UNFI Canada.

Sincerely, The UNFI Canada Marketing Team

MONTHLY SPECIALS

Monthly Specials are a publication that features all the promotions offered by our brands to independent customers.

Advertising is available exclusively to those brands that appear in the associated publication in order to boost their visibility to retailers. Your ad will spotlight your brand to buyers and highlight your promotion in order to help influence their purchasing.

Ways to promote your brand in Monthly Specials: Full page ads Premium ad space on inside front or back covers Fresh to Market ad - great for showcasing new products!

In the Spotlight ad - great for highlighting your products in the theme of the month

REACH

OVER 1000+ UNIQUE DIGITAL VIEWS PER MONTH

1,600+ BOOKS PRINTED MONTHLY

MONTHLY SPECIALS Themed books printed and available digitally each month.

Premium Ad Space

Ad location is important! Secure placement on the inside front or back covers to maxiumize exposure.

Item Line Listing Highlight your item line listing with a full-page ad nearby.

Ad Space

Full Page Colour Ads available throughout

MONTHLY SPECIALS Themes flow throughout our specials in order to aid retailers in their purchasing decisions. If your brand or products fit into a specific theme, this is a great opportunity to run your promotions and books your advertising.

Month

Theme

Feature Product Types (not exhaustive)

January

New Year, New You

Health & immune inspired foods and beverages - pre & probiotics food and beverage products, plant-based meals and snacks, butter alternatives

February

Love Month + Superbowl Parties

Heart Healthy foods, chocolate and candy, organic dairy and plant-based dairy alternatives, nuts & seeds, meat alternatives, healthy cooking oils, kombucha

March

National Nutrition Month

Healthy snacking, whole grains, high fibre products

April

All about Plants Plant-Based Goodness

Plant-based meals and snacks

May

Home Care Month

Better for You Cleaning products, pet care products, toiletries

June

Gourmet BBQ For All

Meats and meat alternatives, condiments, non-alcoholic beverages

July

Celebrate Canada

All things made and grown in Canada

August

Back-to-School Preparation

Healthy lunchbox snacks, juice

September

National Organic Month

All things organic - meals, snacks, beverages, cleaning products

October

The Comforts of Fall

Comfort foods, hot beverages, soups & broths, spices/ingredients

November

Healthy Fats and Winter Immunity

Immune boosting foods & beverages, cleaning products

December

Holiday Celebrations

Organic baking mixes & ingredients, cooking oils, coffee and tea, meat alternatives, sauces and spices, non-alcoholic beverages

SEASONAL CATALOGUE

We produce a quarterly catalogue for every season of the year that includes our entire product listing. Current and new retailers seek these catalogues out to review everything UNFI Canada has to offer - and this makes them perfect to advertise your brand!

These catalogues are distributed via our newsletter communications to retailers.

Ways to promote your brand in Catalogues: Full page ads

REACH

1000+ VIEWS BY BUYING DECISION MAKERS

EMAIL ADVERTISING

Getting your message out to retailers is essential to growing your brand and communicating important developments. UNFI’s email marketing targets our independent retailers nationwide to deliver your message when it will make the most impact.

Use email marketing to communicate: Special promotions New packaging and pack changes Major ingredient or certification changes New products Options: Exclusive Email Campaign NewsFeed Digital Banner Ad (available monthly) Freshly Picked Digital Banner Ad (available weekly)

REACH

2,200+ INDEPENDENT RETAILERS REACHED 50% AVERAGE OPEN RATE VS 10% INDUSTRY STANDARD

myUNFI ADVERTISING

myUNFI is UNFI Canada's online ordering platform available to independent customers.

Advertise to buyers when it counts - when they're placing their product orders.

• Repeat impressions - retailers order on average 8,800+ times per month across Canada • Short lead time allows you to react to the market and post relevant content Digital advertising options on myUNFI: Custom Brand Page Home Page Ad Home Page Rotator Ad Search Page Banner Publications Banner Brand Search Page Logo Brand Search Page Ad

REACH

2,700 ACTIVE INDEPENDENT RETAILER USERS AVERAGE INCREASE IN VISITS FOR BRANDS LISTED ON THE HOMEPAGE IS 51.2%

myUNFI ADVERTISING OPTIONS See how your brand can be featured on myUNFI for more exposure with retailers.

CUSTOM BRAND PAGE Fully customize your brand page Reinforce branding/story Introduce new products Promote seasonal items Rank and feature up to 8 SKUs Option to update content 4 times/year 12-month term, automatically renews Specs: Logo: 96x96 pixels (at least) Hero Image: 3,000x1,500 pixels Wide Banner Image: 3,000x750 pixels Vertical Images: 750x1,500 pixels

BRAND PAGE BANNER AD Customize brand page with a single banner ad Reinforce branding/story with your own artwork Option to update monthly 12-month term, automatically renews Banner ad: 728x90 pixels

SEARCH PAGE BANNER OR LOGO AD Featured on the second highest visited page. Get eyes on your brand by being featured on this popular page, either showing an ad or your brand logo.

Logo Hero Image Highlight your brand with a logo and images

Featured Products Choose the products you would like to feature

Wide Banner Image Showcase a new campaign or innovation

Vertical Images Use this space to display brand values or specialty products

myUNFI ADVERTISING OPTIONS See how your brand can be featured on myUNFI for more exposure with retailers.

HOME PAGE AD These classic ads are perfect for bringing attention to your brand; feature a product, your logo or ad and include a 100 word write up

HOME PAGE ROTATOR AD The newest addition to our homepage offering gives your brand the chance to be featured on the top of the myUNFI homepage – showcasing your brand with a writeup!

PUBLICATIONS BANNER AD Be seen where retailers go to access their monthly specials and new catalogues – let your brand stay top of mind.

SPECIALTY CATALOGUES

UNFI Canada publishes specialty catalogues designed to feature products of a unique or complex product category or retail channel. These books offer brands a way to reach new retailers you may not already be selling to.

Includes product images and details.

We publish the following categories: Specialty Cheese Book - Published in September featuring deli cheese, and charcuterie accompaniments.

Foodservice - Published twice annually highlighting brands and products ideal for quick serve, commissaries and other foodservice locations.

Ways to promote your brand in Catalogues: Full page ads Premium ad space on inside front or back covers

REACH

DISTRIBUTED DIGITALLY TO OVER 1000+ RETAILERS

TRAILER WRAPS

Rolling billboards are seen by millions of consumers traveling on highways across the country. They are a cost-effective way to be seen by retailers and customers alike.

Create a flexible rolling billboard campaign with the help of your UNFI SRM and our design team.

Choose : Number of trailers you want to be featured on Which regions you wish to advertise in Your ad will be on the road for 12 months

REACH

41 TRUCKS ON THE ROAD 81,000+ CUSTOMER STOPS PER YEAR

RETAIL SAMPLE BOX PROGRAM Our retail sample box is shipped to 150 select independent retailers to help you get your products on the shelf. This quarterly opportunity allows retailers to see and taste new products and comes with a fact sheet that outlines what sets your product apart from the competition.

Bonus: Participation in this program includes a shout out in a “Coming Soon” email to customers approximately two weeks before the sample box arrives, keeping your product top-of-mind.

FULFILLMENT DETAILS Samples must be received at the below address no later than the deadline date noted for the Box you have signed up for. Failure to do so will result in your products not being included; program fees will not be waived. Any costs associated with shipping or customs brokerage are the responsibility of the supplier.

REACH

SAMPLE GUIDELINES Please ship 150 units of ONE product only. You may send an assortment of flavours/scents of the same product to meet the 150 units required. You may ship a trial size of your product. No perishables.

Trial sizes only to be sent for products: Over 1kg (2.2lbs) Dry pet food Bulk products

DELIVERED TO 150+ INDEPENDENT RETAILERS

GROCERY BUSINESS MAGAZINE ADVERTISING UNFI Canada has partnered with Grocery Business Magazine to provide special pricing on advertising in their 2024 Tradeshow Issue. This is a great opportunity for your brand if you are attending tradeshows next year to showcase your brand to a highly engaged audience of buyers and suppliers.

Options for Advertising in Grocery Business Magazine: Full page ad Half page ad Quarter page ad Deadline for Booking: May 31 2024

REACH

20,500+ MAILED COPIES 1,000+ COPIES DISTRIBUTED AT CHFA EAST

SUPPLIER REPORTING

UNFI Reporting package comes out weekly and offers Vendors insights into their performance at the item level, showing cases and sales by week down to the customer level.

For the weekly sales report, there are two tiers offered, one for vendors with less than $100,000 in sales annually and another tier for everyone else.

Sales Reports are sent out weekly (Tuesday) via email and are updated weekly all reports sent out are YTD showing each week of the year.

All sales reports show both this year and last year (by brand).

When a Brand is signed up, they get a full year's data, including last year.

All reports are based on calendar year.

Inventory reports are sent out every Wednesday afternoon and show inventory status as of Wednesday morning.

How will reporting benefit your brand?

Understand your business at the end of each week and react to issues and concerns quickly Compare your business versus last year and see your distribution gaps See items customers are not ordering and how your brand is trending versus the category(s) See sales by customer See your Sales by customer, fill rate to customers, and your inbound fill rate

For more information and to sign up, please email reportscanada@unfi.com.

ADVERTISING SPECS AND DEADLINES CATALOGUE ADS • 8.25" x 11" • Minimum 300dpi • PDF or JPEG • Reduced size (1MB max) PDF copy of your ad • Fully bilingual or a double sided - English one side, French on the other - version of your ad is required for the Grocery Central bilingual catalogue.

Catalogue

Ad Deadline

Winter ‘24

November 17, 2023

Spring ‘24

February 16, 2024

Summer ‘24

May 17, 2024

Fall ‘24

August 16, 2024

Ad Month

Ad Deadline

January

September 14, 2023

February

October 19, 2023

March

November 16, 2023

April

December 7, 2023

May

January 18, 2024

June

February 15, 2024

In the Spotlight and Fresh to Market Products • High resolution product image(s) and copy, up to a max. of 5 sentences required

July

March 15, 2024

August

April 19, 2024

September

May 17, 2024

myUNFI DIGITAL ADS

October

June 21, 2024

November

July 19, 2024

December

August 16, 2024

MONTHLY SPECIALS ADS Full Page Ads • Trim 8.25" x 11" Bleed +0.125" IMPORTANT info should not extend outside SAFE AREA 7.25" x 10" • 0.5” margins/safe space to allow for binding • Minimum 300dpi • PDF or JPEG • Reduced size (1MB max) PDF copy of your ad in addition to high res print version • Fully bilingual or separate French version of your ad for the Grocery Central bilingual publication

Custom Brand Page: Runs for 12 months • Logo: 96x96 pixels (at least) • Hero Image: 3000x1500 pixels • Wide Banner Image: 3000x750 pixels • Vertical Images: 750x1500 pixels

Ad Deadline

Brand Search Spotlight • Brand logo (PNG, transparent, 150dpi)

MyUNFI Digital Ads due by the 15th of the month prior to the month the ad is active.

Home Page Ads • Ad size: 300x250px • 150 words of copy

Eg. January ads due December 15th

Banner Ads 728x90px, 150dpi

ADVERTISING SPECS AND DEADLINES EMAIL MARKETING Exclusive Email Campaigns • Limited quantity per month; booked first-come, first-served • Receipt of high resolution final creative is preferred • High resolution PNG logo • High resolution PNG product images & relevant content • UNFI Item Code(s) • Website Link • Company description (3-4 sentences)

Ad Deadline All exclusive email campaigns must be booked a min of 2 months in advanced due to limited availability

Weekly and Monthly Newsletter Banners • Freshly Picked Weekly Newsletter: National email banner, offered every Friday. Run time: one week.

• NewsFEED Monthly Newsletter: National email banner, offered first Wednesday of each month. Run time: One month • Banner Size: 1280 x 350 px; Quality: 300 dpi; Format: JPEG/JPG file • Optional: Clickable Action (Submit website link or a PDF file) Optional: Click through to your MyUNFI listing to get the attention of more retailers • Bilingual or separate French ad required if your product is sold in Quebec

TRUCK ADS • Dimensions will be provided depending on the size of truck being booked • .AI, .INDD, .PSD, .PDF, .EPS, .TIFF files are accepted; please preserve all layers • 3” bleeds on all sides; at 10% Scale, bleed = 0.3

RETAIL SAMPLE BOX Participants must ship 150 units of ONE new product only. You may send an assortment of flavours/scents of the same product to meet the 150 units required. You may ship a trial size of your product.

• 150 individual units • Trial sizes only to be sent for products: - Over 1kg (2.2lbs) - Dry pet food - Bulk products • Brand logo (300dpi) • Item image (300dpi) • Copy description of product/promotion for the one pager to accompany your product.

Ad Deadline Three weeks prior to scheduled launch date.

DISCOUNTED ADVERTISING PACKAGES We have crafted these packages with the best value to get your brand more exposure with our retailers at a discounted rate. They include our most popular options and you can spread your advertising throughout the year to keep eyes on your brand, while getting the best cost advantage.

If you choose to book an ad package, you will receive special pricing on all other one-off initiatives that you wish to book - at any time you wish!

CLASSIC

DIGITAL PLUS

$4950 (SAVE $435)

$5425 (SAVE $985)

All Regions

All Regions

Includes: 2 Catalogue ad inserts 3 Monthly Specials - Full Page ad Discounts on add-ons and upgrades

Includes: 2 Catalogue ad inserts 2 Monthly Specials - Full Page ad 1 myUNFI Home Page Rotator Ad 1 myUNFI Brand Search Page 1 myUNFI Search Page Banner Discounts on add-ons and upgrades

ENTERPRISE $6365 (SAVE $1150) All Regions Includes: 2 Catalogue ad inserts 3 Monthly Specials - Full Page ad 1 Monthly Special - In the Spotlight 1 myUNFI Home Page Rotator Ad 1 myUNFI Brand Search Page 1 Search Page Banner Ad Discounts on add-ons and upgrades

Book Your 2024 UNFI Canada Advertising Ad Packages Choose a package below and customize with discounted add-ons that meet the needs of your brand. You also have the option to skip the package options, and choose your selections a la carte.

If selecting an ad package, please indicate your ad choices in the respective fields below for each ad category. See previous page for complete package descriptions.

Total charges will be billed back via MCB. Any cancellations within 1 month of the deadline date(s) will be charged at 50% of the ad cost.

Classic Ad Package - $4950 Digital Plus Ad Package - $5425 Enterprise Ad Package - $6365 Choose your monthly specials you want your products to be featured:

Choose two seasonal catalogues you wish to be featured in:

Choose the months you wish to run your myUNFI ads in:

Additional Advertising Options The following pages will have all previously outlined advertising options for you to choose from.

You can choose as many options as you like and if you have booked one of the above ad packages, you will receive the discounted rates noted.

Monthly Specials Full Page $850 ($535 w package)

Fresh to Market Half Page Ad - $280 ($215 w ad package)

In the Spotlight $465 ($350 w ad package)

Outside Cover $825 ($750 w ad package)

Inside Cover $715 ($650 w ad package)

Please select which month(s) you would like your ads placed in:

Seasonal Catalogues Full Page - $1665 ($1500 w package)

Please select which season(s) you would like your ads placed in:

Specialty Catalogue Ad Foodservice Full Page Ad (Inside Cover) $550 ($500 w package)

Cheese Book Full Page Ad (Inside Cover) - $550 ($500 w package)

Household + Pet Book Full Page Ad (Inside Cover) - $550 ($500 w package)

Foodservice Full Page Ad - $450 ($400 w package)

Cheese Book Full Page Ad - $450 ($400 w package)

Household + Pet Book Full Page Ad - $450 ($400 w package)

Email Marketing Exclusive Email Campaign - $1400 ($1000 w package)

NewsFEED Digital Banner Ad - $770 ($550 w ad package)

FreshlyPicked Banner Ad - $490 ($300 w ad package)

Please select which month(s) you would like your ads placed in:

myUNFI Digital Ads Custom Brand Page - $3500 ($2500 w package)

Home Page Ad $550 ($500 w ad package)

Home Page Rotator Ad - $650 ($585 w ad package)

Publications Banner - $250 ($225 w package)

Brand Search Page Logo - $350 ($315 w package)

Brand Search Page Banner Ad - $750 ($675 w package)

Search Page Banner $750 ($675 w package)

Please select which month(s) you would like your ads placed in:

Trailer Wrap Ad 18' - $3300 ($3000 w package)

24' - $3600 ($3240 w package)

26' - $4200 ($3360 w package)

28' - $4800 ($3840 w package)

30' - $5400 ($4320 w packge)

Please select which region(s) you would like your ads placed in (one region per charge - Vancouver, Toronto, Montreal):

Retail Sample Box

$1650 ($1320 w package)

Please select which quarter(s) you would like your products sent in:

Grocery Business Magazine Ad Grocery Business Magazine Ad (Full Page) - $5700 (pricing includes 20% UNFI Canada Discount)* Grocery Business Magazine Ad (Half Page) - $4200 (pricing includes 20% UNFI Canada Discount)* Grocery Business Magazine Ad (Quarter Page) - $2200 (pricing includes 20% UNFI Canada Discount)* *July/August 2024 Tradeshow Issue: EXCLUSIVE UNFI PRICING

COMPLETE YOUR ORDER Company:

Brand:

Broker:

Contact:

Email:

Phone:

Address: Signature:

Questions? Contact us!

MarketingCanada@unfi.com

Date:

SUBMIT

Cancellations within 1 month of deadline date will be charged 50% of ad cost. If artwork is not submitted for a booked ad and no cancellation is received 1 month prior, the brand will be charged the full price.