2017 May Board Book

FOOD & CULINARY: CONSUMER ______________________________________________________________________________

Importance • Grow national awareness for the Real California Milk seal by highlighting the rich heritage of real California dairy farm families • Support business growth priorities by promoting consumption of healthy dairy protein at breakfast and Hispanic style dairy products in everyday meals Rose Parade The following tactics cover PR activities starting January 1, 2017. CMAB also executed several tactics in 2016 to promote the “Legacy of Generations” float, which were reported in prior board books. California Grown Certification On January 1, 2017, the “Legacy of Generations” float received the certification of “California Grown” in recognition of the use of over 85 percent flowers and foliage from California growers. The certification from the California Cut Flower Commission was presented in a special ceremony officiated by Secretary of the California Department of Food and Agriculture Karen Ross. The certification was included in press outreach and social media posts. Media coverage included a feature story in the Rose Examiner. Parade Broadcast CMAB made its return to the Rose Parade on January 2, 2017. The “Legacy of Generations” float represented more than 1,300 hard-working California dairy farm families, consumers’ favorite dairy foods and 1.7 million California dairy cows, all in front of a national audience. More than 6 million viewers tuned in live to see the float in action on stations including HGTV, KTLA, Univision and Hallmark Channel, in additional to 700,000 people viewing along the parade route. Media Relations CMAB was featured in post-parade media coverage, including a spot on the title slide of the San Francisco Chronicle’s (SFGate) article slideshow “The Best Floats from the 128th Annual Rose Parade,” a feature story in Valley Voice profiling two of the float’s dairy farm families, plus articles in The Orange County Register, CBS Fresno and The Mercury News. Post Parade Showcase of Floats CMAB participated in the Post Parade Showcase of Floats in which more than 60,000 guests viewed the “Legacy of Generations” float up close, met dairy farm family float riders and sampled Real California dairy products. • • • •

Take Back Breakfast •

Bento Box Creation with Influencer Partner To capitalize on the popular bento box lunch trend, CMAB partnered with recipe developer and food blogger Rachel Matthews of My Southern Fairytale to develop two