May'19 Board Book

2019 Media: Who is our target?

“Lifestyle Balancers.” Coming out of our Murphy research, we looked at consumers who consume dairy often and buy it for their family – we called this group Lifestyle Balancers. We then looked at shared traits and behaviors that define this group: • They use food as a social connection • They are curious and love to explore • They value balanced health How does this translate to how we buy media?

These traits and behaviors inform our media buy in several ways, including the TV programming we choose and digital partners we run ads with. Some additional traits of our LB audience look like this from a media target standpoint: • Mostly women • Over-index Hispanic • Skew younger than our previous 25-54 target • Over-index as moms • Buy and consume dairy What are we running on TV in 2019? For now, we are running our existing creative (Respect the Tortilla and Dad’s Pancakes). But we

are in the midst of developing a new creative campaign that will begin running once it’s finalized. 2018 digital media optimizations:

In 2018 we began with 17 media partners (e.g., YouTube and Hulu). We monitored performance and identified our top performers, then cut 3 partners mid-year and reallocated funds toward more efficient partners. We are carrying over these learnings to 2019, and will continue to evaluate.

What are we doing with digital media in 2019? Our digital media plan for 2019 launched in April and is designed to deliver 106M+ targeted views and 136M targeted impressions. The plan consists of both national and local video, and offers support for business development programs: June Dairy Month, Buy Local, Hispanic Heritage Month, and Holiday.