September 2017 Board Book

FOODSERVICE CHANNEL INITIATIVES ______________________________________________________________________________ Importance • Position REAL California Dairy as the future of trend-forward, culinary innovators. • Drive awareness and purchase of California dairy products by chefs and restaurateurs, by ensuring that California dairy is featured in leading foodservice magazines. REAL Makers Foodservice Advertising Campaign • CMAB implemented the second series of the REAL Makers print and digital advertising campaign. In June, the fourth REAL Makers video was shot, featuring Chef Vito Iacopelli at Prova Pizza in Los Angeles. The video featured Chef Vito’s dairy hack using California mozzarella cheese as a pizza crust. The new video will go live on RealCaliforniaMilk.com/Foodservice in Q3, and break in print and digital advertising in Q4.

• Q2 analytics showed an overall increase in total site visits, percentage of direct visits and total page views, driven by our ad campaign. The campaign has achieved a YTD total of 1.7M impressions with a .33% click-through rate. Our average click-through rate increased by .2% over Q1, and remains well above the industry average (.09 -.16%). Trade News Bureau • Q2 delivered 233,805 impressions, with an interview in Flavor & the Menu , a full-page spread of California Hispanic-style dairy in el Restaurante , and a feature on REAL Makers chef Nicolas Delaroque in Flavor & the Menu’s Best of Flavor issue. • In October, CMAB will conduct a Learning Session at the International Foodservice Editorial Council meeting in Boulder. This mini-presentation will reach all conference editors and attendees with information about California butter at foodservice.