2023 May Board Book

2023 Campaign On April 10th, we will be launching the next phase of the California Freestyle campaign, California Freestyle Remix. An evolution of last year’s California Freestyle work, our music driven campaign will continue to celebrate California dairy and the things that make our dairy and our home state so special. We will be launching three new spots, each with a different song from a different genre - Latin Pop, Country, and Reggaeton. A major element of this year’s campaign is the continuation of working with bilingual artists who can perform in both English and in Spanish. It was important to continue to create work that was inclusive and representative, which can speak to the significant portion of our CA audience that is Hispanic. 2023 Media For 2023 we’re 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. The new spots will be running within home, food, and family content across partners like Peacock, Paramount+, Hulu, YouTube, Pinterest, Instagram, HGTV, Food Network, Bravo, etc. In 2023, we’ll also be supporting four local promotions throughout the year: Hispanic Lent; Tacos, Tequila y Màs; Summer Snacking; and the Holiday Mornings Mean More campaign. Research Update: Report on California Freestyle Performance As we await our Q1 ’23 brand tracking report, we’ve been seeing extremely positive results in our monthly brand trackers so far this year, showing us how the Real California Milk identity is in a strong and stable position going into the next phase of the California Freestyle campaign. We continue to see our awareness levels remaining high, along with key brand attributes including “CA Dairy Makes Me Feel Good” and “There’s Something Special About CA Dairy,” even though media has been on pause during Q1 ‘23 pending launch of new work. As the launch of the next campaign gets closer, we’re continually revisiting our brand tracking methodology to ensure that reports continue to be as actionable as possible, so we can learn and optimize as needed. Social Content Our 2023 social content strategy continues to utilize the “Fewer Things. Done Better. Seen More” approach, focusing on key messaging pillars including Our Food, Sustainability, and Brand through paid Facebook, Instagram, and Pinterest content in English and Spanish.