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National Television:
National TV is a key driver of awareness of the seals, which continues to be positive. Our
campaign, Return to Real, launched in August 2015 and featured four TV commercials that ran
until the end of 2016. For 2017, we’ve carried through the Return to Real message with four
new TV spots that will run throughout the year and also live on YouTube and
RCM.com. The
new work is similar to last year, but has more emphasis on relatable, human moments and also
features four new farm families. The first two spots launched on January 2. The first spot, titled
“Bribe,” features a child who has grown bored while working on his science project, but Mom
offers him a delicious yogurt parfait as incentive to successfully finish his work. And the second
spot, titled “Respect the Tortilla,” pays homage to three varieties of Hispanic cheeses that are
used to make a mouthwatering enchilada dish. In April, we rotated in “Dad’s Pancakes,” which
features a dad and his daughters making pancakes with a delicious compound butter on
Saturday morning. The last new spot, titled “Artisanal,” features ice cream and will air in July.
