2023 September Board Book

The latest phase of the California Freestyle campaign launched on April 10 across Broadcast TV, CTV (Hulu, Peacock, Paramount+), pre-roll (YouTube), and social (Meta, Pinterest), with ads running within home, food, family and sports content. As a complement to the TV and digital video launch, the team is actively exploring other channels to help support sustainability within Southern California. In 2023, we’re supporting four local retail promotions throughout the year: Hispanic Lent, Tacos, Tequila y Más, Summer Snacking, and Holiday Mornings Mean More. Local Promotions As of July 2023, we’ve already completed three of our four local promotions. These hard working campaigns help to spread awareness and drive sales of featured dairy products, while leveraging influencer partnerships and running digital banners and social content.

● Hispanic Lent: Established Real California Milk processors as the leaders in Hispanic dairy during the Lenten season, where there is an increase in the use of cheese and cremas as consumers seek non-meat meals. Leverage paid social posts to promote this local promotion. ● Tacos, Tequila y Más: Positioned Real California

Milk and participating partners in California, including California and Nevada Beef Councils, and Camarena Tequila, as the solution to deliver an authentic food experience leading up to the Cinco de Mayo holiday. We utilized the pairing of different beef taco recipes with tequila-based beverages through paid social posts, display banners, and rich media placements. ● Summer Snacking: Kicked off June Dairy Month and summer timing to create top-of mind awareness for snacks made with dairy products from Real California Milk. Leveraged paid social posts, digital display, content creator-produced content to promote Summer Snacking. In this local promotion, we performed an A/B test to determine which of our target audience members is likely to click on our ad on Pinterest which drives traffic to both the RCM recipe page and to the Instacart-branded page. ● Holiday Mornings Mean More (coming up) : This local promotion will position Real California Milk dairy products as nutritious ingredients to elevate holiday breakfast and brunch meals.