2018 September Board Book

In the Media Executive Overview Q2 2018

TOPLINE RESULTS

Texas 1%

Farmer .05%

CA 36%

55.1 M Impressions

980 Stories/Mentions Consumer + Foodservice Traditional/Social Media

1.5 M Impressions

98% Key Message Delivery

Nutrition 42%

Angle

Consumer + Foodservice Traditional/Social Media

Natl 63%

Foodservice Advertising

Food 57.95%

DETAILED RESULTS Ranked by traditional/social media impressions (+ foodservice advertising for business objectives) Total impressions exceed the topline number due to stories/mentions including more than one functional priority, message or business objective

TOP 3 MESSAGES DELIVERED

TOP 3 FUNCTIONAL PRIORITIES

TOP 3 BUSINESS OBJECTIVES

1. CONSUMER DEMAND: VALUE OF THE SEAL 51.8 M Impressions Real food and/or real people content + Dairy Social Team

1. Look for the RCM Seal 51.8 M Impressions

1. Activate the Seal 51.9 M Impressions

2. CONSUMER DEMAND: DAIRY HEALTH STORY 21.7 M Impressions Dairy health, protein, fats and/or nutrients content

2. Real Food 51.6 M Impressions

2. Win with Healthy Snacking 2.1 M Impressions

3. CONSUMER DEMAND: INDUSTRY LEADER 1.5 M Impressions Foodservice advertising

3. Real People, Family Owned 20.4 M Impressions

3. Expand Ethnic Foods 1.5 M Impressions