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2017 National TV Plan:
2017 Creative Campaign:
In addition to the four new Return to Real TV spots airing in 2017, we are continuing our
“always on” social and search efforts. In 2017, we are launching new content including a new
farmer series called “California Dairy Stories.” We also have new recipe videos, developed by
our media partner Cooking Panda, and two other social series called Monday Melt and Better
with Cheese.
The new “California Dairy Stories” is a series of twelve videos that profile different members of
our California Dairy families. These videos are wide ranging and cover topics such as growing
up on a California dairy farm, participating in tractor pull competitions, cooking and sharing
family recipes, sustainability and much more. The goal of this series is to give our consumers a
glimpse into our uniquely California farm famillies.
We also are tapping into the power of appetite appeal by creating new food content. We are
launching two new series titled “Monday Melt” and “Better with Cheese.” The goal of this
mouthwatering content is to find a way to own or lead the conversation by piggy-backing onto
already popular social conversations and using popular hashtags. For “Monday Melt,” we
produced twenty different short gifs that highlight delectable dairy products melting. The melts
are mouthwatering and hypnotizing. Our “Better with Cheese” content series consists of twenty
crowd-sourced photographs of dairy dishes. When we post them, we use the hashtag
#betterwithcheese along with another day-specific popular hashtag such as #meatlessmonday,
#winewednesday, #foodiefriday and others.