2023 December Board Book

In 2023, we’re supporting four local retail promotions throughout the year: Hispanic Lent; Tacos, Tequila, y Más; Summer Snacking; and Holiday Mornings Mean More. Holiday Mornings Mean More is set to launch on 11/13 across Display, Social, and Influencer.

Local Promotions As of November 2023, we’ve completed support for three of four local retail promotions. These hardworking campaigns help to spread awareness and drive sales of featured dairy products, while leveraging influencer partnerships and running digital banners and social content. ● Hispanic Lent: Established Real California Milk processors as the leaders in Hispanic dairy during the Lenten season, where there is an increase in the use of cheese and cremas as consumers seek non-meat meals. Leverage paid social posts to promote this local promotion. ● Tacos, Tequila, y Más: Positioned Real California Milk and participating partners in California, including California and Nevada Beef Councils, and Camarena Tequila, as the solution to deliver an authentic food experience leading up to the Cinco de Mayo holiday. We utilized the pairing of different beef taco recipes with tequila-based beverages through paid social posts, display banners, and rich media placements. ● Summer Snacking: Kicked off June Dairy Month and summer timing to create top-of mind awareness for snacks made with dairy products from Real California Milk. Leveraged paid social posts, digital display, and content creator–produced content to promote Summer Snacking. In this local promotion, we performed an A/B test to determine which of our target audience members is likely to click on our ad on Pinterest, which drives traffic to both the RCM recipe page and to the Instacart-branded page. ● Holiday Mornings Mean More (current) : This local promotion positions Real California Milk dairy products as nutritious ingredients to elevate holiday breakfast and brunch meals. Digital (display) and social launched on 11/13 with influencers posting between 11/15–11/24. We’re working with four influencers for the holiday program: @cooking_with_daisy, @mymanabites, @turleytestkitchen, and @bestfriendsforfrosting. Top influencer posts will receive paid media for additional exposure/reach starting 11/30–12/20.