2022 September Board Book

2022 Media The 2022 campaign, California Freestyle, 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, CTV, pre-roll, and social. To support launch, we also had OOH 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 a number of local retail promotions so far this year—January Smoothie campaign, Lent, Tacos, Tequila, y Más, Summer Snacking, and next up Hispanic Heritage Month and the Holiday campaign. 2022 Campaign Since the launch of California Freestyle, we have continued to maintain awareness of the campaign through development of monthly social content, from recipes and influencer collaborations to national food holidays and a California Freestyle video refresh. In August, we assessed our top-performing English-language and Spanish-language California Freestyle videos where we optimized and updated messaging to direct online viewers to the RCM website.

Sample of updated California Freestyle video creative:

In late fall, we will develop new social concepts under the California Freestyle platform focusing on fall and winter holidays, while continuing to drive awareness and affinity for Real California Dairy. Out-of-Home We leveraged the power of OOH to hype up the California Freestyle campaign with immersive Freestyle murals and transit shelter postings, placed in California’s most influential cities/neighborhoods for food culture.