2024 May Board Book

COMMUNICATION SERVICES Public relations activities in Q1 focused on supporting CMAB functional business priorities and delivering key messages to differentiate California dairy among consumers and retail/foodservice audiences. Key Communications Strategies: • Strengthen awareness, affinity, and preference for CA based dairy in CA markets • Highlight milk, cheese, butter, yogurt, cottage cheese and ice cream in creative/messaging • Nurture re-discovered habits and usage occasions that drive dairy sales (breakfast, snacking) • Reach consumers where they are, share farm to table, sustainability, and culinary stories • Continue to maintain role of dairy in fitness/health for consumer, health professional audiences • Spotlight value of dairy: monetary, nutritional, flavor in PR and social media messaging • Promote CA progress in achieving climate neutrality • Continue to provide relevant information/tools for foodservice operators

Health & Wellness Results : 1 Post/1.9M Impressions

PULSE Patient Tear Pad: 95K Impressions Associated Press Article: 480K Impressions*

The CMAB amplified health and wellness messaging tied to trending recipes for fitness professionals through a continued partnership with nutrition professional, Jordan Mazur, MS, RD to share recipe content on his social channels tied to milk and dairy for optimal nutrition and performance, specifically Jordan’s Big Game Dip recipe. PULSE Kits and PULSE targeted Eblasts were sent to 950 Health professionals in California focused on the benefits of dairy in a healthy diet. In a post-campaign survey, recipients rated the value of all the program materials very highly, well above benchmarks for similar programs. More than 80% of respondents affirmed the materials helped address misconceptions about dairy. CMAB partnered with the Dairy Council of California on a sponsored Associated Press article titled “Should Saturated Fats Always Be Avoided? Surprising Dairy Research May Suggest Otherwise”. The article focused on dairy foods as a nutrient dense component essential to a healthy eating plan. This messaging was amplified via CMAB’s owned social channels, as well as through The Dairy Council of California’s website and LinkedIn page. (*Additional amplification data for RCM channels in progress.)