2024 March Board Book

2023 + 1H 2024 California Freestyle Campaign We wrapped up 2023 with our California Freestyle 2.0 campaign across TV, streaming, and YouTube as well as our campaign extension “Pass the Remix,” a social video content series showcasing how ingredients and influences can build upon each other to remix a dish and make it even better than the original. We also brought back the Cheese Wreath activation just in time for the holidays. Similar to 2022, we partnered with Lady & Larder, a Los Angeles–based cheese shop, to create a new cheese wreath board featuring CA cheeses and other CA grown items, available for purchase. For each purchase, CMAB committed to donating funds to Feeding America for fluid milk purchases up to $10,000. This activation featured social posts, including video content and images. Looking ahead to 2024, we’ll be extending the 2023 California Freestyle 2.0 video campaign through June, before launching the newest iteration of California Freestyle in July 2024 during the Olympics! The new work will air across TV, streaming, YouTube, and social platforms. Fall Brand Action: Farm to Fuel At the end of 2023, the Farm to Fuel initiative, which educated Californians on the use of methane digesters on dairy farms to create clean fuel, officially wrapped and we have strong results to share. From the CMAB brand tracking study, we learned that the strong branding, compelling visuals, and entertaining nature of the bus wraps, bus shelters, and campaign video were effective at improving sustainability perceptions for Real California dairy. Looking specifically at reactions to the video, almost all who saw the video say it gave them a more positive impression of CA dairy. Our survey also revealed that the social video improved sustainability perceptions for CA dairy across all four sustainability metrics (sustainable farming, proper/ethical treatment of animals, are invested in a more sustainable future, and climate consciousness). Coming out of this campaign, we view the results are a strong indicator of the potential sustainability content has to captivate viewers and improve perceptions of Real California Dairy as long as it’s entertaining and unexpected. The team is currently exploring new content opportunities using the same format for 2024.