2022 September Board Book

COMMUNICATION SERVICES Public relations activities in Q2 and July/August 2022 focused on supporting CMAB functional business priorities and delivering key messages to differentiate California dairy among consumers, health and wellness, 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 California Freestyle Campaign Results: 368 Stories & Posts/191M Impressions The CMAB kicked off Q2 with the launch of the “California Freestyle” consumer campaign focusing on California dairy in collaboration with Latina singer-songwriter, CRYS. The PR support campaign delivered high profile coverage in both English and Spanish media and featured the first-ever music record made of California cheese, along with a free consumer download of the featured track. The CMAB also partnered with lifestyle influencers to promote California Freestyle recipes featuring California dairy on their social media channels.