ConAgra Foods Taps into Hot, Action-Oriented Sponsorships to Connect Fans' Passion for Food...

CHICAGO -- From Action Sports & Baseball to Chili-Making, ConAgra Foods Serves up Snacks & Meals With America's Pastimes As New Data Confirms Power of Tapping Fan Passion to Drive Brand Loyalty

Food plays a big role in America's passion for pastimes and playtime. And

according to a new consumer survey, tapping into fan loyalty - no matter what the sport - can turbo-charge any drive for consumers to sample and remain loyal to products. Today at the 2006 Food Marketing Institute show (FMI), ConAgra Foods unveiled strategic new sponsorship-marketing initiatives that provide engaging, memorable ways for consumers who like it hot and action-oriented to connect their food and fun with key ConAgra Foods brands. The FMI Show continues through May 9.

Several top ConAgra Foods brands - including Hebrew National, Slim Jim, Banquet, Orville Redenbacher's, Hunt's, Ro*Tel and DAVID Seeds - are taking prominent positions on a variety of consumer playing fields to surprise and engage Americans with their brand experience and character. Driving retail sales and volume, integrated marketing programs will engage consumers in these venues and spark purchases.

A new ConAgra Foods' "What's in Store," survey underscores the value of these consumer connections, as the majority of respondents (51 percent) said they would consider regularly purchasing a product at the grocery store that they heard about or tried for the first time at a sports game or event.

"By integrating our products into high-impact sports, entertainment and lifestyle properties and programs, we can turn the passion of these fans into a passion for ConAgra Foods brands," said Michael Hargrave, vice president, Sponsorship & Event Marketing, ConAgra Foods. "The fun part is tailoring programs to meet consumers where they eat and play, which gets us into all sorts of hot, action-packed pastimes - from baseball and NASCAR to action sports and chili-making."

Activating Sponsorships for ConAgra Foods in 2006

--Hebrew National Stadium Activation - Hebrew National franks, served at dozens of baseball stadiums - more than any other hot dog - have long been kosher with baseball fans. Fans know it's not just a hot dog. It's a Hebrew National. The brand will tap into baseball stadiums to show consumers in-store and in ballparks - including four new ballparks serving Hebrew National hot dogs this year - how to upgrade their experience with a Hebrew National.