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California Milk Advisory Board Revives Retail Campaign to Drive Dairy Demand; Katelyn Harmon Comments

California Milk Advisory Board Revives Retail Campaign to Drive Dairy Demand; Katelyn Harmon Comments


TRACY, CA
Monday, June 24th, 2024

Summer snacking is the focus of the California Milk Advisory Board’s (CMAB) latest retail campaign, aiming to elevate Real California dairy products in an increasingly popular grocery sector. With the return of its Summer Snacking promotion, CMAB is driving product awareness through in-store elements and integrated digital media.

Katelyn Harmon, Director of Business Development – U.S. Retail, California Milk Advisory Board“In recent years, trends have shifted to show a significant increase in snacking among consumers. California dairy products offer a diverse selection of snacking choices, appealing to those seeking nutritious, indulgent, or balanced options,” said Katelyn Harmon, Director of Business Development – US Retail, for the CMAB.

Running from mid-June through mid-July, the campaign will consist of targeted digital ads and social media posts, email communication, shopper marketing with select retailers, in-store signage, and e-commerce promotions through Instacart. In addition, 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.

With the return of its Summer Snacking promotion, CMAB is driving product awareness through in-store elements and integrated digital mediaA total of 753 stores statewide will participate, including Smart & Final, Gelson’s, Mollie Stone’s Markets, Save Mart, Lucky, FoodMaxx, Food 4 Less, Foods Co., and Ralphs.

As the snacking sector continues to rise in popularity, consumers have shifted to more frequent snacking and the search for affordable options with both flavor and health benefits. Recipes featured in the Summer Snacking campaign range from craveable flavors to cool treats, all elevated with Real California dairy, with tasty snacks and something for everyone. From California Ice Cream Sandwiches to Taquitos Ahogados, Frozen Yogurt Sticks, Chocolate Whipped Cottage Cheese Mousse, Blueberry Pomegranate Smoothies, and more, the campaign is sure to inspire some delicious, dairy-based snacking this summer!

As more strategies like this boost the diary category and beyond, DMN will be here with the latest updates.

California Milk Advisory Board
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