2018 May Board Book

Kids Milk Marketing Results: 150 students reached/events; TBD students reached/milk coolers

Fuel Up to Play 60 (FUTP 60) team partners – the Los Angeles Chargers and San Francisco 49ers – hosted student events (Jr. Chargers Training Camp, Jr. Rusher Race) focused on physical activity with CMAB consultant Alyssa McClelland on hand to talk about fueling up with healthy foods like milk and dairy products. These events are part of existing FUTP 60 team contracts that expire in June. Work continued with Dairy Council of California to place remaining inventory of milk coolers at California elementary schools, including schools in the Gustine, Alhambra and Burbank Unified School Districts. ______________________________________________________________________________ CALIFORNIA DAIRY FARMER COMMUNITY SUPPORT & VISIBILITY CMAB Functional Priority: Activate the Real California Milk Seal Key Messages Delivered: California dairy means real food from real people Look for the Real California Milk seal 99% of California dairies are family owned Results 20M Impressions Great American Milk Drive/Seals for Good Community Donation Results: 20M Impressions A press release “Feeding America Food Banks Receive $30,000 in Milk Donations from California Dairy Families” was distributed nationally, along with a photo of the check presentation at the Redwood Empire Food Bank. The donation provided 96,000 servings of milk to families affected by Hurricanes Harvey and Irma and the Northern California Wildfires. Land O'Lakes Farm Bowl Localized Media Outreach Results: 2 news stories in local market media CMAB leveraged the Land O's Lakes Farm Bowl to localize a news story promoting two California dairy farmers participating in the event. The event paired former and current NFL players with farmers to compete in a challenge course and led up to the Super Bowl. California Dairy Social Media Team CMAB supported farmer team member content development to encourage positive conversations about California dairy in their social communities, which included recommendations around dairy, food and agriculture posts. CMAB amplified posts on its owned channels and conducted a training session with team members. ______________________________________________________________________________