2025 May Board Book

placements during the 2025 Grammy Awards (Feb. 2) and Academy Awards (Mar. 2). In early April, a new TV rotation of the “Family” and “Office” spots will air on broadcast TV, CTV, and YouTube through mid-June. Social Updates The CMAB social content strategy continues to focus on the core pillars of Food & Health, Trust/Reputation (formerly Sustainability), and Brand through organic and paid Facebook, Instagram, Pinterest, and TikTok content. In Q1, we were dark for Always-On in January due to the wildfires around Los Angeles while the Influencer Amplification campaign launched at the end of the month. In February, we launched our Hispanic Always-On campaign on TikTok after the success of the Multicultural Always-On campaign in Q4. We are keeping an eye on the progress of the potential TikTok ban and will pivot to Instagram Stories and Reels if the ban comes to fruition. Brand Health Update According to our Bastion Insights consumer tracking study, after a period of softening in some key KPIs (Key Performance Indicators) we’re seeing signs of stabilization. Key KPIs, including change in opinion and change in intent, have leveled off compared to January. Notably, purchase intent and the belief that California Dairy products “make me feel good” have significantly improved. California Dairy continues to outperform Wisconsin across key measures and maintains stronger perceptions among heavy dairy users. The seal is still widely associated with quality, driven by freshness, local production, and California’s strict dairy standards. In order to update our understanding of what’s driving some strong dairy sales increases, we’ve launched an incremental consumer survey; this is currently in field. Early results will help inform next steps and ensure we move forward with a clear picture of consumer attitudes and behavior. Trust & Reputation (Sustainability) Video Series Relaunch In February, we relaunched all three videos (“Farm to Fuel,” “Upcycling,” and “Water Warriors”) on YouTube in English and Spanish. These videos previously achieved video completion rates of 36% (“Farm to Fuel”), 28% (“Upcycling”), and 38% (“Water Warriors”) in their individual video campaigns. In early April, we are optimizing “Farm to Fuel” and “Water Warriors” to continue running on YouTube through mid-June. To date, the majority of the impressions are through