2024 May Board Book

COMMUNICATIONS

COMMUNICATIONS

CONTENT PILLARS

FOOD & HEALTH Align California dairy with trending culinary ideas, spotlight value proposition: nutrient density, monetary value, impact on wellness/community.

B R A N D Build an emotional connection with consumers about where their dairy comes f rom – place matters .

SUSTAINABILITY Highlight California dairy sustainability leadership as a

California Freestyle – The Remix

Capturing the Cottage Cheese Craze (and More) Using CMAB’s owned social channels as well as engaging with influencers on Instagram and TikTok, we connected with consumers by sharing relevant food and nutrition content tapping into the latest trends. This included a heavy focus on cottage cheese, which experienced a renaissance in 2023 in everything from cookie dough to ice cream.

Based on the performance of the 2022 California Freestyle bilingual, music driven branding campaign for Real California Milk, in 2023 CMAB rolled out an evolution of the creative called “California Freestyle Remix”. The Remix campaign continued to create affinity for Real California Milk with three new music videos and genres that celebrate the rich cultural diversity of the state and the emotional satisfaction of delicious California dairy foods. The new creative launched in April across

We also expanded the Spanish-language experience on the RealCaliforniaMilk.com site to include the “Cheese &” section that offers pairing ideas for cheese and wine, beer, chocolate and other beverages.

Digital Media 121.4MM Impressions 56MM Video Views 645K Clicks

broadcast TV, connected TV, and online video as well as extensions on paid and organic social. To keep Freestyle top of mind, we produced two social campaign extensions focusing on the food pillar, Remixed Recipes and Pass the Remix, each showing the value and versatility of California dairy in creating interesting, on-trend and delicious dishes.

Paid Search 3.5MM Impressions 331K Clicks

2023 Consumer

Television 398MM Impressions

Paid Social 418.5MM Impressions 25.8MM Video Clicks 395.5K Clicks

YouTube Media 16.5MM Impressions 7.9MM Views