News Release

SNAP! Slim Jim’s Fairy Snapmother Flies Into Convenience Stores

Nov 14, 2005, 7:00 PM EST

TV Campaign, In-store Displays, On-package Promotions to Help Build Store Traffic and Meat Snack Category Sales

LAS VEGAS, Nov. 15, 2005 - SNAP! That's the sound ConAgra Food's Slim Jim® Fairy Snapmother makes as the hip, new spokesperson arrives in the nation's convenience stores to help build traffic and sales of the meat snack favorite, especially among males 12 to 24 years old. The packaged-foods company formally unveiled the major marketing campaign-which reinforces its commitment to convenience store operators-at the 2005 National Association of Convenience Stores (NACS) Show that opens today and runs through Friday.

The Slim Jim campaign features new merchandising programs, innovative in-store displays designed to meet the distinctive needs of convenience stores, and promotional programs such as instant win sweepstakes for music downloads and cool gear from the Fairy Snapmother's garage. The overall marketing program includes Slim Jim's first TV advertising program in three years, featuring the edgy Fairy Snapmother - a character resembling a tattooed punk rocker with fairy wings - and a familiar MTV-type of humor young males enjoy.

"ConAgra Foods has done its homework in developing a unique campaign that will resonate with Slim Jim's and convenience stores' target consumers - young adult males," said Doug Knudsen, president of Retail Sales, ConAgra Foods. "Bringing the Fairy Snapmother campaign to convenience stores marries added visibility and increased excitement for an already-established snack favorite."

Sales of meat snacks at food, drug, mass-merchandise stores and convenience stores, not including Wal-Mart, have grown 1.2 percent (52 weeks ending Oct. 9, 2005) since 2004, according to Information Resources, Inc., the market research firm. In convenience stores, meat snacks have grown 3.1 percent versus 2004. Most meat snacks are sold to men and a large percentage of those sales are at the nation's 138,200 convenience stores.

Slim Jim has a dynamic array of in-store merchandise displays specifically designed for convenience stores. The attention-grabbing giant dump bin and counter top displays make it easy for customers to grab and go. Slim Jim features two new displays this year with a Giant Slim floor display and a new power wing. These merchandise units lead to impulse buys and create a larger in-store presence.

The unconventional Slim Jim TV commercials, created by Crispin Porter + Bogusky of Miami, are proving popular with the target audience. The velocity of Giant Slim sales at convenience stores already shows positive trends. And, in consumer research, young males respond positively to the winged character and related promotions.

In one commercial, the Fairy Snapmother uses his "wand," a Giant Slim Jim, to tag a shirtless young man, clad in low-slung khakis, as he stands on the edge of a huge pipe, afraid to get on his skateboard and go for it. When he does, and doesn't fare well, the Fairy Snapmother hovers and, veering into close-up range, delivers the brand's longtime slogan, "Snap into a Slim Jim." Similar versions of the TV advertising spots feature the Fairy Snapmother's "tough love," enabling young males to seize their "snap moments" - when extreme feats are either attempted or abandoned.

Slim Jim meat snacks include Original, Mild, Pepperoni, Tabasco®, Nacho, Chili, Sweet 'n Spicy, Beef Jerky, Beef & Cheese and Deli-Style products. An estimated 533 million Slim Jims are made each year, enough to circle the earth 2.7 times.

About ConAgra Foods

ConAgra Foods, Inc. (NYSE: CAG), based in Omaha, Neb., is one of North America's largest packaged-food companies, serving consumer grocery retailers, as well as restaurants and other foodservice establishments. Popular ConAgra Foods consumer brands include: ACT II, Armour, Banquet, Blue Bonnet, Butterball, Chef Boyardee, Cook's, Eckrich, Gulden's, Healthy Choice, Hebrew National, Hunt's, Kid Cuisine, Knott's Berry Farm, La Choy, Louis Kemp, Marie Callender's, Parkay, Reddi-wip, Slim Jim, PAM, Pemmican, Peter Pan, Snack Pack, Swiss Miss, Van Camp's, Wesson, and many others. For more information, please visit us at www.conagrafoods.com.

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