2025 May Board Book

“Upcycling” (2.1MM), so optimizing “Farm to Fuel” (570,596 impressions) and “Water Warriors” (267,118 impressions) gives these spots the opportunity to run at a higher rate.

Audience and Trust & Reputation (Sustainability) Messaging Research In December, we conducted research to identify our core dairy audience and explore the most motivating sustainability messaging. Audience Our high-value dairy audience is largely families with children, primarily aged 25–44, with a median age of 41. This group is diverse, skewing Hispanic, with many speaking all or mostly Spanish at home. Spanish-language content appears to strengthen both preference and loyalty within this audience. Messaging We tested 12 different ways to express our Trust & Reputation efforts. “Family-owned” emerged as the most motivating concept, while “cow comfort” also performed strongly across measures. Update We will be augmenting these recent insights with the targeted survey mentioned above. This will help ensure our messaging strategy is aligned with current attitudes and behaviors as we continue refining campaign work for later this year. Search Engine Marketing In Q1 2025, our Always-On search strategy maintained a strong balance between Brand and Non-Brand efforts. Spend allocation shifted slightly compared to 2024, with 39% directed toward Brand/Sub-Brand terms (up from 33%) and 61% toward Non-Brand terms (down from 66%). Our ongoing goal of increasing Share of Voice (SOV) for core brand terms remained a top priority and guided this adjustment. Budgets for Sustainability and Mythbuster campaigns remained consistent with 2024 levels. No new keywords were introduced, as existing terms continue to deliver strong performance. Based on positive results in 2024, we increased budgets for Dairy Holiday search campaigns in 2025. These seasonal activations continue to drive strong engagement. Notably, the National Chip and Dip Day campaign achieved a click-through rate (CTR) of 10.36%, the second highest across all Q1 ad groups, following our Dinner-focused group.