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Followers of Food52 saw a how-to video using Real California butter in a seasonal
squash butter recipe. The video was posted to Food 52’s Instagram channel followed by
1.4 million consumers.
Rose Parade
CMAB executed several PR tactics to promote the “Legacy of Generations” float in advance of
the Rose Parade.
Note:
the following covers activities through December 31; the Rose Parade itself and other
events on Jan 1 and after will be included in the next board book
Media Outreach
CMAB conducted proactive outreach to media, delivering key messages to drive
meaningful impressions and encourage conversations around California dairy. Stories
included:
o
Reveal of the Float Design
: “Legacy of Generations” represented more than
1,300 hard-working California dairy farm families, consumers’ favorite dairy
foods and 1.7 million California dairy cows; the float design was featured in
publications including
The Mercury News, Modesto Bee, Pasadena Now, NBC
LA, Holstein World, Cheese Market News,
and through distribution of the press
release “Real California Milk Unveils 2017 Rose Parade Float as Celebration of
Multi-Generational Dairy Farmers.”
o
Float Rider Announcement
: To help tell the story of 200+ years of multi-
generational success, CMAB shared the stories behind the 11 multi-generational
dairy farm families who served as float riders. Their stories were shared in
regional print, online and TV coverage, including
CBS Fresno, Petaluma Argus-
Courier, Our Valley Voice, Cheese Market News,
as well as on a national level
with the press release “Real California Milk Selects Multi-Generational Dairy
Farm Families to Represent California Dairy's Legacy of Success at the 2017
Rose Parade.”
o
Amplification via Partnerships:
Through its’ partnerships with the Tournament
of Roses, California Cut Flower Commission and Fiesta Parade Floats, CMAB
and the “Legacy of Generations” float were featured in traditional and social
media coverage. Content included the California Grown flowers used to decorate
Rose Parade floats and the California Grown Certification, press releases issued
the organizations and social media posts seen by more than 80,000 followers.
Live Television Segments (Satellite Media Tour)
Consumers in 24 U.S. markets gained a sneak peek at the "Legacy of Generations” float
in live segments hosted by HGTV’s Paul James. Paul focused interview messaging on the
multi-generational dairy farm families and natural décor materials that reflect sustainable
on-farm practices.
Float Decoration