2017 December Board Book

COMMUNICATION SERVICES

FOOD & CULINARY: CONSUMER ______________________________________________________________________________ Importance • Align with CMAB’s business development priorities around health snacking with various PR initiatives to promote dairy products for back to school • Support CMAB’s regional business development efforts in California with TV segments in target markets • Provide opportunity for California dairy processor engagement by hosting a Twitter Party featuring Real California ice cream • Help activate the Real California Milk seal by sharing California dairy families support of communities in need National Ice Cream Month • Breakfast-Inspired Ice Cream Twitter Party Inspiring new ways to serve up summer’s favorite treat, this Twitter Party engaged more than 150 lifestyle experts, target consumers and California dairy processors in a discussion to share innovative ideas using California ice cream such as using pancakes to make the ultimate ice cream sandwich and creating ice cream pops covered in crushed cereal. The event was hosted by popular blogger Melissa of “Sippy Cup Mom” and generated more than 48 million impressions for #CAicecream. Healthy Snacking for Fall/Back to School • California Focus Broadcast Segments Lifestyle expert Parker Wallace paired Real California dairy foods for healthy, portable snacks loaded with protein, calcium and Vitamin D on TV segments airing in Sacramento, San Diego and San Francisco. In addition, Jennifer Giambroni appeared on Central Valley Today to show viewers in the Fresno market how to create nutritious dairy-based snacks for back to school. • Consumer Survey about Cottage Cheese CMAB conducted a fun survey of consumers nationally surrounding myths and perceptions of cottage cheese. The survey results were packaged into media-friendly statistics and shared through a press release “Little Miss Muffet Was On To Something: 71% Of Americans Love Cottage Cheese” and graphic, which garnered 22.5 million impressions. • Social Media Partnership with Snapware CMAB partnered with Snapware to promote Real California cottage cheese as a key component of healthy snacking during back to school season. On-trend recipes were professionally shot and cross-promoted on Snapware’s social channels.

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