2019 December Board Book

Media: Across all media campaigns, we continue to target the Lifestyle Balancers. Lifestyle Balancers eat dairy often and buy it for their family. Some shared traits and behaviors that define this group are: • They use food as a social connection • They are curious and love to explore • They value balanced health TV (For Q4, and 2020) We will see some adjustments to our TV buy to align with our Lifestyle Balancer’s media consumption. Some of the larger changes include: • New cable networks that our new LB target is more partial to. • Removing some networks that our new LB target is less aligned with. • Allocating some funds to Unwired Cable, which allows us to buy top LB networks at a 40% savings. • As a major shift, we will now be buying cable only, as broadcast does not allow us to reach our target as efficiently as it did in the past. Media Support for Enter the Golden State In support of the new creative launch, we’ll be adding some new elements to our 2019 digital plan in parallel with our digital video campaign. • Contextual ads (targeting alongside weather and travel content) – playing off the idea of the Golden State being a physical place. • Increased social support at the time of campaign launch. • Influencer social campaign. Digital Video Metrics

Our digital video media plan for 2019 launched in April and is designed to deliver 106M+ targeted views and 136M targeted impressions. The plan consists

of both national and local video. Through Q3, the buy has delivered:

• 86MM Impressions • 72MM Video Views • 282K Clicks