2023 December Board Book

2023 California Freestyle Campaign We’re heading into another flight of the 2023 California Freestyle campaign, which launched in April across broadcast TV, connected TV, and online video as well as video cutdowns and extensions on paid and organic social in California. In September, we launched our latest social campaign extension called “Pass the Remix,” a social video content series showcasing how ingredients and influences can build upon each other to remix a dish and make it even better than the original. Later this month, we are bringing back the California Cheese Wreath activation just in time for the holidays. We’ve partnered with Lady & Larder, a Los Angeles–based cheese shop, to create a new cheese wreath board featuring CA cheeses, which will be available for purchase. For each purchase, CMAB will donate $20 to Feeding America (up to $10k total). This activation will feature social posts, including video content and images. October Brand/Sustainability Action: Farm to Fuel To carry forth the message that California dairy is a national leader in implementing sustainability efforts, we wanted to share a compelling story that resonates with consumers— how the use of methane digesters on dairy farms helps to reduce methane emissions and creates clean, renewable energy for vehicles throughout the state. We tied into public transportation as one area where these dairy fuels are helping to reduce environmental impact. We shared this compelling story through out-of-home bus shelters and bus wraps, and a 90 second social video in English and Spanish. The campaign launched in October in Los Angeles and San Diego, with additional billboards in Tulare and Sacramento. We are compiling consumer feedback for this brand action campaign through our DB5 tracking study metrics.