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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 will be continuing our
“always on” social and search efforts. We will be looking for new ways to tell our real food
story as well as continuing to provide a unique look at the farmers who make up CMAB. In
2017, we want to continue to give meaning to the seal and all it stands for. Some of the content
from 2016, including the “Growing Up Dairy” videos and Tastemade videos, has continued to
run in the first half of the new year. We are taking a closer look at new media partnerships and
content series that will be produced in the second half of the year.
RealCaliforniaMilk.com:
Throughout 2016, we made regular content updates to the site to feature the latest and greatest
news and highlight our latest content. We integrated video content into the recipe section of the
site and started to do a major overhaul on the Foodservice section. In 2017 we will continue to
make regular content updates. We launched the finished revamped Foodservice site in February
and will monitor site behavior closely. As consumers continue to engage with our content on
our social channels and as our paid search efforts and digital media continue to drive traffic to
the site, it’s important that we continue to make regular content updates to the site and create a
welcome environment that gives meaning to the Real California Milk seal.