2022 September Board Book

Local Promotions In 2022, we completed four digital campaigns in support of various local promotions that highlight dairy in a variety of different ways. ● Renew, Reset, Restore January Smoothie: Elevated awareness and drove purchase of Real California Milk products with a primary focus on nutritious dairy ingredients for smoothies and smoothie bowls in the new year through digital banner creative, paid social content, and amplifying influencer partnership content. ● Hispanic Lent: Positioned Real California Milk processors as leaders in Hispanic-style dairy during the Lenten season through paid social content. Focused on Hispanic consumers looking for non-meat meal solutions and non-Hispanic home cooks seeking to elevate their meals with better quality and Hispanic-style ingredients. ● Tacos, Tequila, y Más: Leveraged the pairing of different beef taco recipes with tequila based beverages through digital banner creative and paid social content, which directed consumers to recipes on the RCM website. ● Summer Snacking: Kicked off National Dairy Month by advocating for dairy as a wholesome, indulgent, and nutritious way to snack in the summer months through digital banner display and paid social content. In this local promotion, we performed a CTA test to determine if “Make Now” or “See Recipe” resonated with the audience. Performance data indicated both CTAs overall resonated with the audience, with “Make Now” performing slightly better in English-language creative and “See Recipe” (“Ver Recta”) performing better in Spanish-language creative. Coming Up: ● Hispanic Heritage Month: Drive awareness and strong consumption of Hispanic-style cheese, crema, breakfast cream, and buttermilk dip by leveraging Hispanic Heritage Month in September through digital banner creative and paid social content in Texas. Paid social content includes amplifying influencer content. ● Holiday Mornings Mean More: Position Real California Milk dairy products as nutritious ingredients to elevate holiday breakfast and brunch meals.