2022 December Board Book

COMMUNICATION SERVICES Public relations activities in Q3 and Q4 focused on supporting CMAB functional business priorities and delivering key messages to differentiate California dairy among consumers and retail/foodservice audiences. Key Communications Strategies: • Strengthen awareness, affinity, and preference for CA based dairy in CA markets • Highlight milk, cheese, butter, yogurt, cottage cheese and ice cream in creative/messaging • Nurture re-discovered habits and usage occasions that drive dairy sales (breakfast, snacking) • Reach consumers where they are, share farm to table, sustainability, and culinary stories • Continue to maintain role of dairy in fitness/health for consumer, health professional audiences • Spotlight value of dairy: monetary, nutritional, flavor in PR and social media messaging • Promote CA progress in achieving climate neutrality • Continue to provide relevant information/tools for foodservice operators Regional (California)/National Consumer Hispanic Heritage Month Results: 3 Posts/2.3M Impressions The CMAB celebrated Hispanic Heritage Month with a retail promotion in Texas highlighting Hispanic-Style cheeses and cremas made with Real California Milk. We worked with influencer partner Stella N Spice on social content geotargeted to Texas to create original recipes and promote on social media. New Hispanic recipes were also added and featured on the Hispanic Dairy Landing page on RCM.com. Sponsored content was featured in the digital versions of Texas-based media outlets. CMAB culinary partner Vianney Rodriguez was featured in a recipe segment on KSAT TV and online with preparing "Mac + Cheese with a Latin Twist".

Holiday Content Partnership To promote California cheese and dairy over the holidays, CMAB is partnering with content creator Jessica Lawrenz (@mongermoldandmilk) and the Lady & Larder cheese shop to create a series of cheese wreath posts, an instructional video and a Cheese Wreath Kit for purchase in support of Feeding America food banks. The wreath content, which goes live in mid-November, will be available through Thanksgiving and Christmas.