2020 December Board Book

Making recipes using CA cheeses CMAB Korea will provide a retail cheese list in Korea and collect their possible recipes first. We will arrange the posting date and cheese will be used by the participants. They will make recipes and post content on the designated date. We will provide direction such as RCM seal usage, hashtag, the way to display our seal and products, etc. Producing recipe cards We are planning the recipe card or a mini book with all recipes. Each recipe card includes QR code to link to CMAB Instagram because customer can watch videos and be encouraged to try by themselves at home. We also distribute these recipe cards for demo samplings and other event winners. Consumer marketing To deliver the message that CA cheeses have good quality and are made with certified milk, we are planning a ‘Look for the seal’ event for consumers. When we take a photo, we also like to say 'cheese' in Korea. So, whenever we hear the word cheese, people naturally think of taking a picture or taking their camera out. The culture of taking a photo whenever we hear the word ‘cheese’ is very natural. So, we would like to use this culture for our photo event. We will encourage consumers to take a picture whenever they find the RCM seal just like how they take out their camera whenever they hear the word ‘cheese.’ The first, we will provide information on why CA cheese is good and how we can find CA cheeses in stores through social media. Second, we will conduct an online event that has consumers find the RCM seal on their products and post it with the hashtag #LookfortheSeal. We are considering the event period during the e-commerce promotion to maximize the effectiveness. Pizza Contest As the government raised the social distancing level to 2.5 stage from 2, there is a possibility that we can’t have the final contest this year because in stage 2.5, it is not allowed to have gatherings or meetings with more than 10 people. It is hard to predict the coming situation, so we are considering an online California pizza contest for consumers. At this time, we are considering working with an agency to increase consumers involvement in the contest.