2020 December Board Book

COVID-19 Messaging Response On social, we’ve continued to provide consumers with useful content while being conscious of the COVID landscape and changing consumer needs. We found that during COVID/stay-at-home orders, families are eating breakfast together more regularly. We developed new breakfast-focused TV spots and accompanying social content that demonstrates the value of slowing down and taking just a few minutes each morning to spend time with family and have breakfast together. The Day Can Wait TV Creative Our new Day Can Wait breakfast-focused TV is now running on both TV and Digital Video across California. Fluid milk is the hero along with accompanying butter, cheese, and yogurt in an assortment of delicious breakfast items.

Media Emphasis on California:

We have refocused our efforts and shifted media spend from National to California. We adjusted our partners to reach the higher percentage of Hispanics in California. This was done by: • Adding additional dollars to target the Hispanic audience • Partnering with a Hispanic-specific partner This launched on 6/29 across both digital and TV, and will continue to the end of year.