2019 March Board Book

2018 Year in Review (Jan – Dec 2018): ● 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) each ran at equal weights o Q4: “Dad’s Pancakes” (butter) and “Bribe” (yogurt) are running at equal weights o 34.9M impressions o 6M video views (:10) o 319K engagements o We’ve promoted 94 pieces of content across Facebook and Instagram in 2018

● Paid Social Media:

● Search:

o 13.6M impressions o 151K clicks o 3.4M impressions o 1.1K views

● YouTube:

● Digital Media:

o 121M impressions o 95M completed video views Research and 2019 Creative Development: In 2018, we 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 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 over-indexes with Hispanics, millennials and moms. We conducted focus groups with our new Lifestyle Balancer audience to explore how effectively our current TV campaign communicates to these consumers and how alternate creative concepts might perform. We then interviewed a variety of chefs, nutritionists and foodies in California to further develop our understanding of CA and food trends and culture. We are taking what we have learned and continuing to explore the best opportunity and execution for our new core audience and how to best create interest and demand for products with the Real