2019 December Board Book

CMAB Functional Priority

Activate the Seal/Position CA as Essential FS Partner

Activation

Foodservice PR and Advertising

Key Messages Delivered:

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

REAL Makers Campaign: Advertising Results: 1M print/673k digital impressions

Q3 REAL Makers foodservice advertising focused on hacks from Bone Kettle (Rujak), Tasting Room (Mexican Pizza) and Alta Calidad (Hispanic dairy). Two custom e-blasts (Restaurant Business and Pizza Today) delivered focused messages on key business priorities: Hispanic-style

dairy and Plant-forward with dairy. REAL Makers: Public Relations Results: 63k print/188k digital impressions

Q3 earned media coverage included print and digital pieces (including a print cover) in Flavor and the Menu and Food Management, Foodservice Director and FSR.

REAL Makers: New Makers In September, we conducted a video session for the next REAL Makers segment featuring Thomas Garnick, winner of the 2019 Real California Pizza Contest. Chef Garnick’s pizza-focused hack also has a plant-forward message relevant to chefs today. Additional research identified potential CalMex chefs in California for another REAL Makers segment.

CMAB Functional Priority

Establish California as the undisputed leader in sustainability

Activation

Benchmark and Share Out Sustainability Milestones California is a source for quality, sustainable dairy foods. Importance of California dairy industry to state economy Look for the Real California Milk seal California dairy means real food from real people

Key Messages Delivered