2024 May Board Book

Key Insights from Results • Health & wellness content dominated Q1 coverage, which also aligned with National Nutrition Month in March • CMAB tied into the Big Game to repurpose a dip recipe created by the 49ers sports performance dietitian, a competitor in the game; the paid social amplification generated the most visibility among all Q1 tactics at 1.9M impressions • Misinformation about whole/full-fat milk was addressed in Associated Press sponsored content distributed in California; CMAB connected with the Dairy Council of California to provide expert commentary and the piece was leveraged in multiple places including on CMAB and Dairy Council social media pages • Health professionals in California received in-office tools to help counsel patients who are pregnant or have young children about the benefits of dairy, with more than 80% of post-campaign survey respondents saying it helped address misconceptions about dairy

Q1 Consumer Snapshot (Content from Coverage Tracker) 240 Stories/Posts

3.9M Impressions CMAB-Driven Traditional + Social + Paid + Earned

CMAB-Driven Traditional + Social + Paid + Earned

67% RCM Seal Message Percent of Total Impressions*

Priority Products Percent of Impressions* Cottage Cheese: 49% Fluid Milk: 31% 79% CA Dairy + Health & Wellness Percent of Total Impressions*

6% CA Dairy + Sustainability Percent of Total Impressions* Priority Occasions Percent of Impressions* Breakfast: 49% Snacking: 49%

Content Highlights

AP Article Addressed Misinformation About Fats and was Leveraged in Multiple Places

Top Performing Content for Q1 Repurposed Dip Recipe w/49ers Dietitian for Big Game

*may exceed 100%, as a story/post can include multiple priorities/messages