2017 December Board Book

• Daily Monitoring & Social Listening CMAB monitored traditional and social media on a daily basis, tracking Real California Milk proactive coverage, dairy and food industry trends, and issues (food safety, environmental, animal care, drought, etc). The team provided an analysis and POV on impacts pertaining to the California dairy industry. FOODSERVICE CHANNEL INITIATIVES ______________________________________________________________________________ Importance • Tap innovative chefs using California dairy to position CMAB as a thought leader in trends. • Drive awareness and purchase of California dairy products among chefs and restaurateurs by ensuring that California dairy is featured in leading foodservice magazines. REAL Makers Foodservice Advertising Campaign • Campaign advertising achieved a YTD total of 2.3M impressions with an above average click-through rate of .47%. The media plan targets chefs and menu decision makers to increase demand for California dairy products. • The fourth REAL Makers video was finalized and features Chef Vito Iacopelli of Prova Pizza in Los Angeles using the dairy hack of California mozzarella cheese as a cold pizza crust. CMAB developed print and digital advertising creative featuring Chef Vito’s hack. The video went live on RealCaliforniaMilk.com/Foodservice and creative broke in print and digital advertising in August. • CMAB shot the fifth REAL Makers video, featuring Chef Akhtar Nawab at Alta Calidad, an upscale Mexican inspired Brooklyn hot-spot that works with California Hispanic-style dairy. The video and related advertising will go live in Q4.

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