2019 September Board Book

Enter the Golden State Campaign Launch In Q4 this year, we will be launching our Enter the Golden State campaign consisting of the following elements: • 3 new Enter the Golden State TV spots, which will also run online

• Enter the Golden State companion banner ads • Enter the Golden State contextually relevant banner ads • Swipe to Enter the Golden State social series

Additionally, in 2020, we will be extending this campaign further through a series of tactics including experiential/sampling, PR initiatives, wild postings and print, additional banner ad support, new social content series, influencer support and e-commerce partnerships. Media: Upcoming in Q4, and for 2020… We will see some adjustments to our TV buy to align with our Lifestyle Balancer’s media consumption. Some of the larger changes include: • New cable networks that our new LB target are more partial to. • Removing some networks that our new LB target is less aligned with. • Allocating some funds to Unwired Cable, which allows us to buy top LB networks at a 40% savings. • As a major shift, we will now be buying cable only, as broadcast does not allow us to reach our target as efficiently as it had in the past. Media Support for Enter the Golden State In support of the new creative launch in Q4, we’ll be adding some new elements to our digital plan. • Contextual ads (potentially around weather and travel) – playing off the idea of the Golden State being a physical place. • Dynamic banners showing users how to get to the “Golden State,” which includes

directions to the closest store selling products with the seal. • Increased social support at the time of campaign launch. A refresher on our target

“Lifestyle Balancers.” These consumers eat dairy often and buy it for their family. Some shared traits and behaviors that define this group are: • They use food as a social connection • They are curious and love to explore • They value balanced health