2017 May Board Book

Online Advertising, Digital Partnerships and Apps:

In 2016, we looked for ways to utilize digital media to bring the Return to Real campaign to life. The two main elements in our positioning platform, “Real Food” and “From Real People,” are fueling endless opportunities to connect consumers with our recipes and usage ideas, our nutrition information, our farmer stories, and our unique California distinctiveness. Digital media has proven extremely effective and measurable in delivering our TV spots and other video content online in a way that consumers can engage with, including click-through from ads to deeper stories on our website, or to video content on YouTube. Our overall digital campaign overdelivered what we had planned, with over 254 million women 25-54 targeted impressions, and almost 73 million completed video views at an efficient $.03 per view. One element that was especially successful from a reach and impression standpoint in 2016 was our partnership with Tastemade. We were able to create over 20 videos and acquired over 26 million views across both our channels as well as theirs. We will look to build on these successes and learnings as we construct our digital plan for 2017, which will begin later this year.

YouTube Marketing :

As in previous years, paid advertising on YouTube supports our TV ads and long-form video. That focus will broaden to support all video content we produce in 2017, including the new TV ads and digital videos. We will repurpose Tastemade videos throughout the year to match the products/initiatives our National partners are messaging on their channels.

YTD Paid YouTube 2017 (Through April 17) Impressions

Views

Clicks 1,398

CPCV

636,870

141,485

$0.05