2018 March Board Book

Marginalize Margarine, Reframe the Dairy Health Story, Activate the Real California Milk Seal

Print/Online 64.4 M

Social 2,739 Posts 56.7 M

• Supported CMAB’s business priorities to marginalize margarine and promote Real California butter (and all CA dairy products) with a holiday campaign targeting consumers via traditional and social media, plus also engaged processors • Extended the reach of CMAB’s investment by sharing assets for the holiday campaign with Deutsch • Shared the California dairy industry’s commitment to providing nutritious dairy foods to communities in need with publicity of the Seals for Good campaign • Leveraged the expertise of a trusted health professional to drive conversation on social media about the nutritional benefits of dairy foods • Events with the Los Angeles Chargers, Los Angeles Rams and San Francisco 49ers furthered the California dairy industry’s commitment to supporting community health and wellness • Utilized the CMAB Farmer Social Media team as California dairy ambassadors to help generate a positive public perception for farming and dairy products

Consumer Coverage: 185.1M

Coverage: 3 Press Releases

TV/Radio 1 Appearances 15 K

Online News Social Posts 63.7 M

Dairy Farmers Social Team 173 Posts 238 K

• CMAB’s holiday assets delivered significant PR value, generating nearly 25 million earned media impressions in Q4 with articles featuring Real California Milk in national consumer online outlets including Food and Wine, Reader’s Digest and Delish.com • Holiday multi-media release, “6 Ways to Elevate Family-Favorite Holiday Recipes Using Kitchen Staples”, provided an opportunity to amplify CMAB digital content • California dairy farmer’s commitment to supporting communities affected by recent fires provided a second moment in time to drive media coverage and conversation