2024 March Board Book

Local Promotions In 2023, we launched four local digital promotions that highlight dairy by spreading awareness and driving sales of featured dairy products, while leveraging influencer partnerships and running digital banners and social content. Each local promotion featured English-and Spanish language content targeting our General and Hispanic target markets. ● Hispanic Lent ● Tacos, Tequila, y Más ● Summer Snacking ● Holiday Mornings Mean More

In 2024, we will launch three key local promotions: ● Tacos y Más ● Summer Snacking ● Back-to-School Breakfast

Social Our social content strategy continues to focus on the key messaging pillars of Our Food & Health (highlighting the nutritional value of dairy), Sustainability, and Brand through paid Facebook, Instagram, and Pinterest content in English and Spanish. As of January, we added TikTok into our owned channel mix for 2024 due to the growth of the platform, usage by our target audience, and the prominence and effectiveness of food and recipe content on the app. We launched with organically posted video content and repurposed influencer content around Our Food from January through April. Once our organic presence is established, we plan to run a test from May to June to decipher our paid efforts on the app. Investing in a Sustainable Future: Latest CDRF Sustainability Research Our sustainability research is still in motion. In this current phase of research, Deutsch LA is continuing to review the initial findings and will share a final summary of key learnings that will inform the next phase of research. And as a reminder, this project officially launched in July and was designed to help us understand what sustainability topics and messaging resonate best with consumers to inform future marketing efforts and product messaging. The research consisted of multiple inputs — in-depth consumer interviews followed by a survey inclusive of message testing and a pricing conjoint study, and it was conducted with the help of an outside research agency called Hall & Partners as well as our creative agency, Deutsch LA, and our PR agency, Ketchum.