Investor Presentaiton

ANNUAL REPORT 2020 Keeping Fit with Three Crowns For more than 30 years, Three Crowns Milk has served Nigerian mums with low cholesterol heart-friendly milk so she can take good care of her family. Every year, Three Crowns holds a list of heart-friendly activities that keeps the rhythm of mum's heart going, starting with the 30-day Fitness Challenge. The #TC30DaysFitnessChallenge campaign was conceived in 2016 to encourage Nigerian consumers, especially mums to create fun ways to live a healthy lifestyle by cultivating healthy habits via exercise and diet into every moment irrespective of what they do and what they take. It is a digital led campaign supported on radio and WhatsApp. Consumers are encouraged to workout with whatever materials they have like dispenser bottle, rolling pin or do simple routines that do not require expert supervision to accomplish. The activity featured a call to participate, daily workout routine video for consumers to recreate, milk-based meal plan shared with participants to help plan their diet, One-on-One Fitness coaching on WhatsApp group for different stages/levels. Physical cardio-dance sessions were held in established fitness hubs on Saturdays to bring the campaign to life. In 2020, over 7,500 consumers (+63% above last year) signed up for the challenge and 72% were first time participants. At the end of the campaign, 3.9million Three Crowns 30kg Gone! Adaugo, You look amazing! BEFORE Overall Winner Three Crowns Weekly Tasks AFTER Healthy mums, happy families "Three Crowns encourages consumers, especially mums, to create fun ways to live a healthy lifestyle by cultivating healthy habits via exercise and diet." Shedams Join us Sola Adesakin on Instagram Live Saturday, May 23rd gam Healthy mums, happy families Instagram every week for 8 weeks and subsequently, bi-weekly for 8 weeks. The engagement was a 45minute livestreamed workout session hosted by a renowned fitness coach, Shedams at 9am on the brand's Instagram page https://www.instagram. com/3crownsmilk/ In addition to helping consumers #StayHealthy while at home, we offered a wealth of added-value such as financial tips, motivational talks, chats on nutrition, mental health and Covid safety. This success resulted to a fanbase growth of 112% during the conversation period, live audience participation growth of 347%, online purchase during the campaign grossing #3.2mio, growth of online orders by 214% per week and zero negative consumer sentiments for the 6 months period. consumers were reached (+114 %vs plan) and the campaign delivered 12million impressions (+9% vs plan) online. With the advent of Covid-19 gathering restriction, Three Crowns Fitness Challenge engagement morphed into digital weekend cardio dance session which held on 112 WORKOUT AND FINANCE TALK LEARN TO MULTIPLY YOUR MONEY THIS PERIOD "Give Your Heart Out" Campaign Three Crowns celebrated Christmas in a unique way with "Give Your Heart Out" campaign which aimed at driving an emotional appeal to Mums to give out nice words or gifts from their hearts to other mums to show appreciation and recognition of their efforts being the Heart of the Home all through the year. Mums were encouraged to nominate other mothers or mother figures via the brand's website, WhatsApp or DM, clearly stating why she deserves the gift and leaving her a heartfelt note. A 360° Integrated approach was adopted across radio, OOH, digital, TV and consumer engagement in Three Crowns Three Crowns Fitness Challenge GIVE YOUR HEART OUT THIS CHRISTMAS Visit www.femininelounge.com Three Three Crowns Fitness Challenge modern trade across selected cities. Unusual emotional stories from thousands of entries received were selected and rewarded with a Christmas gifts. This included personalized messages from their nominators appreciating them for their efforts through the year. Past Mum of the year top finalists, winners (shoppers) in Modern trade were not left out. In addition, we celebrated the festive season by rewarding shoppers who purchased any Three Crowns product worth #4,000 with a Christmas gift (Combo pack) across selected stores. A total of 126% sales were achieved and the campaign successfully reached 6.3mio consumers (+139% vs plan) on all digital platforms. December was indeed made special for mothers and mother figures with Three Crowns milk appreciating them for their year-round effort. Super Jara for Super Mums Three Crowns Jara was executed to offer more value to consumers, Mums especially, for holding forth the home during the global pandemic and turbulent times. This campaign was executed in select cities in the open market, proximity and modern trade stores to increase the average weight of purchase, grow sell out and increase penetration into more households. It was executed via a 360° approach on radio, OOH, digital, TV and consumer engagement with the trade in selected cities Pan-Nigeria. At the end of the offer in trade, 286% sales were achieved vs plan in open market, proximity stores and modern trade stores. On digital, the campaign reached 4.9mio consumers (+120% vs plan). FrieslandCampina WAMCO Nigeria PLC FrieslandCampina WAMCO Nigeria PLC 113

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