2018 May Board Book

2018 Q1 in Review (January – March): • TV:

o “Respect the Tortilla” (cheese) and “Bribe” (yogurt) each ran at equal weights • Paid Social: o 9.5M impressions o 3.7M video views (:03 secs) o 2.3M video views (:10 secs) o 73K engagements o We promoted 22 pieces of content across Facebook and Instagram

• Search:

o 4.9M impressions o 53K clicks o 205K impressions o 566k views

• YouTube:

• Digital Media: o Digital banners targeted to Texas DMAs utilizing the new product locator tool were running throughout February and March. 2018 Research: In 2018, we will be conducting exploratory research, including both quantitative and qualitative, designed to “strength test” our current positioning platform “Real Food from Real People.” By understanding the main catalyst(s) for decline in dairy consumption as well as the attitudes/perceptions that motivate our strongest consumers, we can assess the strength of our positioning, our messaging and our creative campaigns and make adjustments as we develop new creative content moving forward. 2018 Creative Campaign: A new round of commercials won’t be developed until the primary research is finalized. In the interim, we will continue to run our existing Return to Real creative, including: • Return to Real TV • Cooking Panda videos • Tastemade videos

• Growing Up Dairy videos • CA Dairy Stories videos • Better With Cheese • Monday Melt

2018 National TV Plan: We will continue to run the existing Return to Real campaign, which features mouthwatering food-focused images and the real California farm families who produce the milk: Bribe (Yogurt), Dad’s Pancakes (Butter), Artisanal (Ice Cream), and Respect the Tortilla (Cheese). We will begin development on new creative for TV following the research study.