2022 December Board Book

2022 Media We’re heading into the final flight of the 2022 California Freestyle campaign which launched April 3 during the 64th Grammy Awards on CBS in all CA markets. The campaign fully rolled out the week of April 4 across Broadcast and Cable TV, Connected TV (CTV), pre-roll, and social. To support launch, we also had Outdoor in LA (transit shelters and wild postings from Santa Monica to Hollywood) and a partnership with iHeartMedia across terrestrial radio (LA, SF, SD), podcasts (all CA), and social (all CA). In addition to the California Freestyle campaign, we’ve also supported several local retail promotions so far this year—the January Smoothie campaign; Lent; Tacos, Tequila, y Más; Summer Snacking; Hispanic Heritage Month; and soon the Holiday Mornings Mean More campaign. 2022 Campaign We are continuing to maintain awareness of the California Freestyle campaign through our TV spots airing across California, and soon we will launch a new social idea in time for the holiday season, tied to holiday entertaining. This new idea will feature a cheese wreath content and a DIY kit designed by our influencer partner, Jessica Lawrenz of @Mongermoldandmilk. This kit will feature three California cheeses and accompaniments and will be sold through our partner, Los Angeles-based cheese shop Lady & Larder. The activation also will include a charitable donation element tied to the CMAB’s #CADAIRY4GOOD initiative: for each kit purchased, CMAB will make a donation to Feeding America food banks in California, which provides meals to families in need. Research Update: Report on California Freestyle Performance The Q2 research focus was on learning about the impact of the California Freestyle campaign. Once the campaign had been in-market for multiple months, we reached the point where we could look at performance and evaluate its impact on the larger Real California Milk “brand.” According to the Q2 report from our research partner, Bastion DB5, California Freestyle has outperformed the CMAB’s previous brand campaigns and has led to the highest level of unaided awareness for Real California Dairy since 2017. The response to the vibrant, bright, and entertaining campaign has also generated strong results in overall campaign awareness and is responsible for the highest level of sponsorship association we’ve ever seen.