2017 March Board Book

Win with Healthy Snacking, Marginalize Margarine with Butter, Expand Ethnic Foods, Reframe the Dairy Health Story, Activate the Real California Milk Seal

Online News 25 Stories 85 M

Blog 2 Posts 40 K

• Positioned Real California butter and dairy products at the forefront of holiday entertaining • Leveraged human interest angle for Rose Parade float, bringing to life the successful legacy of California dairy families and the industry • Conveyed California dairy’s commitment to sustainable on-farm practices by sharing the story of float construction details • Health experts spoke to relevant peer and consumer interest around dairy nutrition • Events with the San Diego Chargers, San Francisco 49ers and Los Angeles Rams celebrated grant funding and furthered the California dairy industry’s commitment to youth health & wellness • Farm-to-School sharing event paired California educators and dairy farmers for a dialogue around dairy nutrition and farming practices

Consumer Coverage: 116.6 M

Coverage: 3 Press Releases

Social 3,162 Posts 28.3 M

Online News Social Posts 54.9 M

TV Segments 47 Segments 1.8 M

• Holiday activations featuring Real California butter and other dairy products drove the highest number of impressions • FUTP 60 Hometown Grants generated the second highest number of impressions • Activities leading up to the Rose Parade drove the highest quantity of news stories (note, coverage is until Dec 31, so the parade itself will be in next board book) • Paid tactics, such as a broadcast media tour and Twitter party, supported CMAB’s objectives and furthered visibility • Health education events and content provided peers and consumers with valued information about dairy health benefits backed by science