2023 March Board Book

● 3x Key CA Markets (Los Angeles, San Diego, San Francisco) ● 2.2MM Impressions

Media The 2022 California Freestyle campaign, which launched April 3 during the 64th Grammy Awards on CBS in all CA markets, helped to generate the highest awareness numbers we’ve ever seen. 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 also supported a number of local retail promotions in 2022 —January Smoothie campaign, Lent, Tacos, Tequila, y Más, Summer Snacking, Hispanic Heritage Month, and the Holiday campaign! For 2023 we’ve excited to build on the success of 2022, and will be launching the next phase of the California Freestyle campaign on April 10 across TV, CTV, pre-roll, and social. Ads will be running within home, food, and family content. As a complement to the TV and digital video launch, the team is actively exploring other channels and tactics that align with the campaign and target audience. In 2023, we’ll also be supporting four local promotions throughout the year: Lent; Tacos, Tequila y Más; Summer Snacking; and the Holiday campaign. 2022 Creative Recap In 2022, we ran our California Freestyle campaign through our TV spots airing across California, and launched a new social idea just in time for the holiday season. This new idea featured five “cheese wreath” designs and a DIY kit created by our influencer partner, Jessica Lawrenz of @Mongermoldandmilk. The DIY kit featured three California cheeses and accompaniments, and was sold through our partner, Los Angeles-based cheese shop Lady & Larder. The activation also included a charitable donation element tied to CMAB’s #CADAIRY4GOOD initiative.