As Thanksgiving fades in our rearview mirror, the December holidays are now bounding toward us on the horizon. Traditions are aplenty during this time, and The California Milk Advisory Board (CMAB) is coming back for the second year for a new tradition of its own. Recently, CMAB announced the launch of its holiday campaign, Holiday Mornings Mean More, focusing on holiday breakfast traditions with dairy.
“Dairy is an essential part of breakfast. These holiday breakfast recipes were curated to showcase the best of California dairy while inspiring families to spend time together during the holidays creating new traditions in the kitchen,” said Katelyn Harmon, Director of Business Development, U.S. Retail for the CMAB. “High quality, sustainably produced, Real California dairy products are perfect additions to make breakfast as a family that much more special.”
The campaign is an extension of the Mornings Mean More campaign that first debuted in 2020. According to the release, the Holiday Mornings Mean More campaign communicates messages of family, togetherness, and the importance of celebrating time together over special breakfast recipes.
Recipes designed to be enjoyed together featured in the promotional menu include Buttermilk Pancake Breakfast Tacos, Cheesy Hashbrown Egg Bites, Lemon Blueberry Pancake Casserole, and Ricotta Churro Waffles.
Running from now through December 27, the promotion will be supported with in-store media at 706 California stores including Albertsons, Vons, Pavilions, Safeway, Raley’s, and Mollie Stone’s Markets.
Integrated digital media will include geo-targeted email blasts, banner ads, and in-line recipe pairings throughout Chicory’s recipe network, sponsored social media posts, targeted display banner ads, Instacart SEO, retailer shopper marketing, and food influencer partnerships across Instagram and TikTok.
With an in-depth and widespread campaign decking our halls, the dairy industry is in store for a festive holiday season. Keep reading Deli Market News as we report on the latest.