2020 December Board Book

FOR IMMEDIATE RELEASE

CONTACTS Jennifer Giambroni, CMAB jgiambroni@cmab.net (209) 690-8244

CALIFORNIA MILK ADVISORY BOARD INTRODUCES “DAY CAN WAIT” CREATIVE FOCUSED ON THE CALMING, WHOLESOME EFFECT OF DAIRY AT BREAKFAST New ads leverage habits developed during quarantine, including breakfast with family TRACY, Calif. – (October 13, 2020) – The contrast between the pull of distractions that start in the early mornings with the satisfying and calming elements of enjoying California dairy for breakfast are brought to life in two new creative explorations in the California Milk Advisory Board’s (CMAB) Enter the Golden State campaign debuting this week. The :30 Day Can Wait segments – titled Video Conference and Emails – focus on the importance of taking a moment with family for breakfast, with California dairy, before the hustle, bustle (and technology) of the day begins. Produced by Deutsch LA, the spots graphically showcase the digital distractions that often start in the early mornings, from email notifications to ringing phones and video calls, compared with the satisfying and calming elements of enjoying California dairy for breakfast. “Despite breakfast being the most important meal of the day, it often gets lost in the rush of morning and all of our pending commitments. With more people working remotely, recent findings showcase that breakfast is back. With dairy at the heart of many breakfast items, Real California Milk continues to help families make mornings mean more with California milk and dairy foods,” said John Talbot, CEO of the CMAB. The ads, which debuted this week on digital and social, will roll out on regional television in November. They are part of an overall focus on the value of California dairy at breakfast that kicked off during June Dairy Month with the #MorningsMeanMore social media campaign where family and lifestyle influencers posted content showcasing the positive aspects of stay-at- home orders, including time in the mornings to spend breakfast together. During August and September, a back-to-school “Mornings Mean More” retail flashpoint was conducted with fluid milk in the spotlight. The California promotion included digital and in-store