2020 December Board Book

Activation

Foodservice PR and Advertising

Key Messages Delivered:

California dairy is a solution for foodservice providers pivoting to new models: takeout, delivery, meal kit 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: 943,800 print / 435,305 digital impressions

Q3 REAL Makers foodservice advertising continued to focus on content serving the new foodservice landscape with an emphasis on off premise solutions like takeout, delivery and meal kits with the REAL Makers Special Edition video and other assets. REAL Makers: Public Relations Results: 4 stories, 100k impressions Q3 earned media coverage included print and digital pieces in Flavor and the Menu and Foodservice Director. Real California Pizza Contest: Advertising Results: 83,811 digital impressions Foodservice Social Media Metrics Always on Social – Results: 621,933 impressions / 4,885 link clicks CMAB Cares Amplification Plan – Results: 141,215 impressions / 27,997 video views Pizza Contest Amplification Plan – Results: 176,141 impressions / 17,656 engagements

CMAB Functional Priority

Continue to position California as the leader in sustainable dairy practices 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

Activation

Key Messages Delivered

California Dairy Sustainability – November 5-6, 2020 Acted as a co-host for the 2 nd California Dairy Sustainability Summit, providing support