2023 September Board Book

2023 California Freestyle Campaign: Where We Are Now Our latest iteration of the California Freestyle campaign launched in April with the release of all new TV spots across broadcast TV, connected TV, and online video as well as video cutdowns, and extensions on paid and organic social. We kicked off the campaign with our Latin Pop and Country spots on TV, and then in late June, we added our Reggaeton TV spot into the mix.

To keep Freestyle top of mind, we produced a social campaign extension focusing on the food pillar called “Remixed Recipes.” To show how versatile California dairy is, we created an interactive video carousel that lets users become food DJs. Users are shown one recipe featuring a flavor profile or key ingredient, and with one “swipe” users are shown a different recipe featuring the same flavor profile or key ingredient. Every swipe of the carousel remixes the dish in an unexpected way. As for what’s to come, we’ll be launching another social campaign extension called “Pass The Remix,” a social video content series showing how ingredients and influences can build upon each other to remix a dish and make it even better than the original. Additionally, we will