1. For the Love of Shape 10/20/08 Gardenburger W ei-ting, A akanksha, Y i-wen, C amille, C hris WAY2C Analysis

3. For the Love of Shape WAY2C Gardenburger Analysis

4. For the Love of Shape WAY2C http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=226468 Market Analysis Sales % of meat/poultry substitutes in the U.S., 2006 2

5. For the Love of Shape WAY2C http://academic.mintel.com.libezproxy2.syr.edu/sinatra/oxygen_academic/search_results/show&/display/id=226468 Market Analysis Sales % of vegetarian food in the U.S., 2006 3

9. For the Love of Shape WAY2C WAY2C Analysis

10. Demographics Age: 18- 24Gender: FemaleRaceBlack/ African AmericanAsian/ Pacific IslanderEducationCollege- 3 Full yearsAttended College (1-3 years)Household Income40,000-50,00025,000 or less Target Group Geographics New York MetroNorth East PacificSouth EastSouth For the Love of Shape WAY2C 9

11. Results suggest that there is a direct relationship between income level and the likelihood to use meat substitutes, as lower-income households are more likely to use these products. Target Group Hispanic, Black, and Asian consumers are more likely to use meat substitutes than their White counterparts. For the Love of Shape WAY2C 10

36. The campaign For the Love of Shape WAY2C Phase I: Creating awareness for the game. Emphasis on display, preroll, webisodes, blogs Phase II: Promoting the game and GardenburgerEmphasis on display, prerolls, webisode, SEM, SEO, blogs: heaviest spending Phase III: Promoting GardenburgerEmphasis on display, blogs, SEM, SEO 35

37. For the Love of Shape 10/20/08 W ei-ting, A akanksha, Y i-wen, C amille, C hris End The WAY2C