2018 September Board Book

2018 Q1-Q2 in Review (Jan – July): • TV: o

Q1: “Respect the Tortilla” (cheese) and “Bribe” (yogurt) each ran at equal weights o Q2: “Respect the Tortilla” (cheese) and “Dad’s Pancakes” (butter) each ran at equal weights o Q3: “Artisanal” (ice cream) and “Bribe” (yogurt) are running at equal weights • Paid Social Media: o 19.6M impressions o 7.2M video views (:03 secs) o 3.6M video views (:10 secs) o 194K engagements o We’ve promoted 48 pieces of content across Facebook and Instagram in 2018 • Search: o 9.7M impressions o 108K clicks • YouTube: o 1.5M impressions o 584K views • Digital Media: o Digital banners targeted to four Texas DMAs: San Antonio, Houston, Austin and Dallas, utilizing the new product locator tool ran throughout February and March. o Shopper app campaign with Shopkick pushed live in July, and Ibotta will be starting in August. Both partners focused on reaching consumers while in-store. o Our remaining digital media will begin in September and run through the end of the year. We will present an update at the September board meeting Research and 2019 Creative Development We have concluded an initial round of quantitative research (Murphy) to better understand the current dairy landscape, specifically among key segments: boomers, millennials, Hispanics and Californians. Using the research findings, we have crafted a new psychographic target audience of key dairy purchasers, which we are calling “Lifestyle Balancers.” This target is slightly younger than our previous target and spotlights Hispanics, millennials and moms. New research is underway to explore how effectively our current TV campaign communicates to these consumers and how some alternate creative concepts might perform. This research will inform creative recommendations for 2019. 2018 Messaging: We continue to air our current roster of TV spots throughout our 2018 national broadcast/cable media schedules: Bribe (yogurt), Dad’s Pancakes (butter), Artisanal (ice cream), and Respect the Tortilla (cheese).