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FOODSERVICE CHANNEL INITIATIVES
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Importance
Position REAL California Dairy as the future—the choice of trend-forward, culinary
innovators.
Maintain strong relationships with industry editors to gain the most editorial mentions in
the trends that provide third-party credibility and increase brand reach and influence in
the channel.
REAL Makers Foodservice Advertising Campaign
The REAL Makers digital advertising campaign launched across trade publications targeting
commercial foodservice, reaching a broad range of restaurant purchasing authorities, with chefs
as a bull’s-eye target. This first wave of digital advertising runs through January 2017 and is
estimated to deliver 1,351,500 total impressions.
In 2017, the campaign will evolve to expand across both digital and print to further raise
awareness among foodservice decision-makers for California dairy, and support national sales
efforts in the channel. The team began concept development for print, and produced the first
print ad featuring Hen House to launch in
Pizza Today
in February 2017.