2022 March Board Book

Similar to 2021, we’ll also be supporting local promotions, which kicked off with the January smoothie promo. There will also be paid media behind Lent; Tacos, Tequila y Más; Summer Snacking; Hispanic Heritage Month and Holiday Mornings Mean More.

2022 Campaign During the December board meeting, the new campaign “California Freestyle” was presented and approved. We are now further developing that campaign with plans to go into production in February with a goal of being on air by the end of March/early April. California Freestyle is a music-driven campaign that celebrates California Dairy and the place it comes from. It’s inclusive of all of California—both places and people. We are partnering with a musical artist who lives in California to sing the song and be featured in our creative. In addition to the video, we are also concepting support ideas/concepts to live under the California Freestly umbrella including: launch social, recipe content, health/wellness content, and sustainability content. 2021 Creative Recap: In 2021, we ran our “Day Can Wait” breakfast-focused TV campaign across all channels. This work will continued to be featured through Q1 2021 until the new campaign is ready.