2023 March Board Book

COMMUNICATION SERVICES Public relations activities in Q4 and Q1 focused on supporting CMAB functional business priorities and delivering key messages to differentiate California dairy among consumers 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

Hispanic Heritage Month (Updated from September – Q3/Q4 overlap) Results: 110 Stories (55 English/55 Spanish)/46.8M Impressions, 2 Posts/3M Impressions

The CMAB celebrated Hispanic Heritage Month with a retail promotion in Texas highlighting Hispanic-Style cheeses and cremas made with Real California Milk. We worked with Texas-based influencers Marisol Chancellor and Vianney Rodriguez to create new recipes/images for use online and in creative executions at retail promotions as well

as Texas media opportunities. We also contracted with TikTok influencer Stella Navarro-Kim, (@StellaNSpice) to create social content for her channels (supported by geotargeted Texas amplification. An English/Spanish Listicle with recipes/entertaining tips also was distributed.

Holiday Mornings Mean More Results: 38 Stories/29.3M Impressions, 2 Posts/5.4M Impressions

The CMAB again worked with influencer partner, Stella Navarro-Kim, (@Stella N Spice) for the return of the Holiday Mornings Mean More consumer promotion, which focused on holiday breakfast traditions with dairy. This promotion included sponsored social media posts, and partnerships across Instagram and TikTok, as well as online media placements with a Listicle in English and Spanish.