2018 May Board Book

FOODSERVICE PR & ADVERTISING CMAB Functional Priority:

Activate the Real California Milk Seal

Key Messages Delivered:

Innovative chefs use Real California dairy products California is the leading producer of Hispanic cheese and dairy products

Results

166K Earned Media Impressions 1.4M Advertising Impressions

REAL Makers Campaign Results: 18 Digital & 7 Print Insertions/1.4M Advertising Impressions Additional Visibility: CMAB integrated REAL Makers Chef Vito Iacopelli in its tradeshow booth at the Pizza Expo CMAB launched its 2018 media campaign, which effectively reaches its existing target and enters the non-commercial segment. A creative rotation was maintained to distribute impressions among all REAL Makers ads. The advertising plan was informed by an Advertising Analysis Summary of 2017 placements, which evaluated each publication based on KPIs. CMAB also finalized creative development for the Alta Calidad print and digital ads, which launched in February. Trade News Bureau Results: 4 Stories in Print & Digital Publications/166K Impressions CMAB pitched leading foodservice media, resulting in an interview in Flavor & the Menu (print and digital), a homepage feature on CAFÉ Gold Medal Classroom’s website highlighting California Hispanic-style dairy, and a feature in FoodService Director’s Recipedia eNewsletter. ______________________________________________________________________________ DAIRY LEADERSHIP & INTEGRATION California Dairy Communicators CMAB convened the California Dairy Communicators group for a meeting to discuss individual organization’s updates and upcoming initiatives. CMAB also provided communication updates to the group around various issues activities to align on information and responses. ______________________________________________________________________________ DAIRY SECURITY & REPUTATION International Issues Preparedness CMAB updated its International Issues & Crisis handbook and led a tabletop exercise for its global representatives at their annual meeting in Japan.