2024 September Board Book

To kick off the campaign, we produced digital animated banners for each spot that ran for approximately two weeks during the Olympics. The English banners were featured on NBC Olympics’ English-language local sites and apps, while the Spanish banners appeared on the Telemundo Deportes Feature Page. Local Promotions As of early August, both of our local promotions—Summer Snacking and Back-to-School Breakfast (Mornings Mean More) launched. These local promotions highlight dairy usage occasions by spreading awareness of compelling recipes and drive sales of featured dairy products while leveraging a surround sound of influencer partnerships, PR, and digital and social content. ● Summer Snacking: We kicked off June Dairy Month and summer timing to create top-of mind awareness for snacks made with dairy products from Real California Milk. We leveraged paid social posts, digital display, and influencer-produced content to promote Summer Snacking. In this local promotion, we used an e-carting partner to complement the promotion with a lower-funnel activation in which consumers can click to add products to their cart from our media campaigns. ● Back-to-School Breakfast (Mornings Mean More): We tapped into the back-to-school season by highlighting Real California Milk products as the go-to choice for convenient, delicious, and wholesome breakfasts. This campaign speaks to both parents and non parents, marking the end of summer fun and a return to daily routines. We utilized paid social media and digital display ads that featured two breakfast recipes. Social Updates The CMAB social content strategy continues to focus on the core content pillars of “Food & Health” (highlighting the value of dairy: nutrition, flavor, function, monetary), “Sustainability,” and our “Brand” through organic and paid Facebook, Instagram, and Pinterest content. We have added TikTok to our owned channel mix for 2024 due to the usage by our target audience and the prominence and effectiveness of food and recipe content on the platform. From January through July, we organically published original and repurposed influencer video content around Food & Health to build our presence on the platform. From May to June, we ran a paid media test by amplifying the top-performing organic posts, as well as branded and trending content, to inform our paid strategy for the remainder of 2024 and into 2025.

Brand Health Update