2022 March Board Book

COMMUNICATION SERVICES Public relations activities in Q1 2022 focused on supporting CMAB functional business priorities and delivering key messages to differentiate California dairy among consumers and health professionals with a continued focus on the new normal and consumer communications landscape. 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, 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 Real California Milk Excelerator Innovation Competition Results: Excelerator Finalists Press Release: 225 Story Pick-Ups/167.1M Impressions Excelerator Winner Press Release: 240 Story Pick-Ups/168M Impressions The CMAB’s third annual innovation competition, the Real California Milk Excelerator named sleep-friendly ice cream, Nightfood as the grand prize winner for the best emerging product using California milk and dairy ingredients. Nightfood will receive $150,000 in resources and funding, as well as coaching and support from the CMAB to order to bring their product to hotel locations across the U.S. In Q4, the Excelerator competition was amplified through two press releases and posts on CMAB’s LinkedIn.

Holiday Cheese Centerpiece/Cookie Exchange Board Results: 1,053 Story Pick-Ups/196.1M Impressions

CMAB created and shared two new pieces of content to encourage holiday entertaining with Real California dairy products: The Holiday Cheese Centerpiece, developed in cooperation with Jessica Lawrenz, and the Cookie Exchange Board.