Summer is officially here, and shoppers can’t wait to relax and unwind with a tray full of snacks on hand. That’s why the California Milk Advisory Board (CMAB) recently announced the launch of its retail campaign, Snack Happy This Summer, which is focused on summer snacking with Real California dairy.
“Although snacking was gaining momentum prior to the pandemic, the past few years have pushed consumer snacking consumption to a whole new level. And nothing brings snacks to life like California dairy. This retail campaign focuses on the unique features dairy products add to snacks—making them nutritious or indulgent or everything in between,” said Katelyn Harmon, Director of Business Development - U.S. Retail, for the CMAB.
As Harmon noted, snacking has risen in popularity over recent years, which has shifted consumers to snack more than ever before. With the addition of California dairy in simple recipes, snacking becomes a delicious summer-long experience.
CMAB’s Snack Happy This Summer promotion will elevate awareness of California dairy products through integrated digital media and in-store elements. According to the association’s release, the campaign will consist of targeted digital ads and social media posts, targeted email communication, and rebate offers through Checkout 51.
In-store components for the campaign will include Shelftalk and Floortalk signage. An advertising and public relations surround-sound campaign will include influencer partnerships with posts on Instagram and TikTok platforms, as well as earned media outreach to spotlight trends in dairy snacks.
Recipes featured in the campaign incorporate all kinds of needs for various situations, from outdoors to indoors and kid-friendly to savory. The campaign will run from mid-June to mid-July and includes a total of 665 California retailers such as: Albertsons, Vons, Pavilions, Raley’s, Save Mart, Lucky, FoodMaxx, Gelson’s, and Mollie Stone’s Markets.
California is one of the nation’s leading milk producers and makes an incredible amount of butter, ice cream, and nonfat dry milk. Additionally, California is the second-largest producer of cheese and yogurt, and California milk and dairy foods can be identified by the Real California Milk seal, which certifies they are made with milk from the state’s dairy farm families. Dairy farm families in California are proud leaders in sustainable farming practices.
Find out what new campaigns to incorporate this summer with Deli Market News.