2017 May Board Book

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FOOD & CULINARY: CONSUMER
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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
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