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FOODSERVICE CHANNEL INITIATIVES
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Importance
•
Position REAL California Dairy as the future of trend-forward, culinary innovators.
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Drive awareness and purchase of California dairy products by chefs and restaurateurs,
by ensuring that California dairy is featured in leading foodservice magazines.
REAL Makers Foodservice Advertising Campaign
•
CMAB implemented the second series of the REAL Makers print and digital advertising
campaign. In June, the fourth REAL Makers video was shot, featuring Chef Vito
Iacopelli at Prova Pizza in Los Angeles. The video featured Chef Vito’s dairy hack using
California mozzarella cheese as a pizza crust. The new video will go live on
RealCaliforniaMilk.com/Foodservicein Q3, and break in print and digital advertising in
Q4.
•
Q2 analytics showed an overall increase in total site visits, percentage of direct visits and
total page views, driven by our ad campaign. The campaign has achieved a YTD total of
1.7M impressions with a .33% click-through rate. Our average click-through rate
increased by .2% over Q1, and remains well above the industry average (.09 -.16%).
Trade News Bureau
•
Q2 delivered 233,805 impressions, with an interview in
Flavor & the Menu
, a full-page
spread of California Hispanic-style dairy in
el Restaurante
, and a feature on REAL
Makers chef Nicolas Delaroque in
Flavor & the Menu’s
Best of Flavor issue.
•
In October, CMAB will conduct a Learning Session at the International Foodservice
Editorial Council meeting in Boulder. This mini-presentation will reach all conference
editors and attendees with information about California butter at foodservice.