US FOODS® BRAND GUIDELINES BRAND OVERVIEW US FOODS® BRAND GUIDELINES BRAND OVERVIEW 1.2 We’re funny. We’re trendsetters. While we’re very serious about food, we also have a Identify trends and demonstrate how we lead the lighter side that’s more likely to appear in headlines way with new and exciting products. Our operators than body copy. Perhaps a little quirky, our sense of want humor is part of what reveals the human side of our to provide their customers with new and trendy business. It can be clever, as long as it does not experiences. Show them they can count on us for detract from the central message of expertise or the expertise and products they need. take priority over food appeal. Examples: Examples: International flavors are hot right now . . . Love at first bite! Right now, everything old is new again, so you can expect . . . We’re your advocate. We’re worldly. Reveal problems with the status quo and take every Show our readers that we’re on top of what’s opportunity to show readers that we “get it” – happening in the industry at home and around the especially when it involves problems they’ve been world. When relevant, entertain them with tales of grappling with for ages. Providing solutions creates our adventures and introduce them to new and loyalty and strengthens our relationships. exotic flavors. Examples: Examples: If Otis Spunkmeyer keeps you guessing, try this . . . This is how they serve it in Thailand! There’s no substitute for authentic, slow-cooked pork barbecue. In Italy, they use just three ingredients . . . But what a drain on time and resources! The solution? We do the cooking.