2017 March Board Book

FOODSERVICE CHANNEL INITIATIVES ______________________________________________________________________________ Importance  Position REAL California Dairy as the future—the choice of trend-forward, culinary innovators.  Maintain strong relationships with industry editors to gain the most editorial mentions in the trends that provide third-party credibility and increase brand reach and influence in the channel. REAL Makers Foodservice Advertising Campaign The REAL Makers digital advertising campaign launched across trade publications targeting commercial foodservice, reaching a broad range of restaurant purchasing authorities, with chefs as a bull’s-eye target. This first wave of digital advertising runs through January 2017 and is estimated to deliver 1,351,500 total impressions. In 2017, the campaign will evolve to expand across both digital and print to further raise awareness among foodservice decision-makers for California dairy, and support national sales efforts in the channel. The team began concept development for print, and produced the first print ad featuring Hen House to launch in Pizza Today in February 2017.

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