Metal bowl or plastic bucket as sink Wooden spoon for hanging cheese Yield: If a moist, plump curd is desired, first heat the milks to degrees, and then add the citric acid.
In the CMAB hired a new advertising agency, Deutsch LA, which took on the task of developing a new creative strategy to promote California cheese. Happy Cows come from California. Their conversation is interrupted when a California cow walks by and the resident bull delivers a classic pick-up line Hey!
Another popular spot features a herd of cows grazing peacefully in a field when suddenly the ground starts shaking as a small earthquake hits.
The cows are not even phased by the trembler and actually seem to be enjoying it as one refers to it as a foot massage while others moo in delight. The spot ends with the contented cows complaining that the foot massages never last long enough.
Photo boards from two of the commercials are shown in Exhibits 1 and 2.
Deutsch has also extended the campaign to other media including outdoor, radio and the Internet. The success of the TV commercials has paved the way for Deutsch to add radio to the creative mix as people now have images of the cows in their head that they can visualize when listening to 60 second radio spots.
The popular radio commercials feature bantering between Janice and Diane, two of the star cows from the TV commercials. The web site gets more than 25, visitors per month and is extremely popular among consumers, who have become fans of the Happy Cows campaign, as well as industry professionals who utilize the information.
The advertising campaign has won numerous creative awards and the ads have helped establish an emotional bond between consumers and the contented California bovines.
In Real California Cheese achieved national distribution in several major retail accounts as well as in the food service industry and the advertising and promotional efforts were expanded to a national level.
The campaign has been expanded to other markets and has been very successful in increasing awareness of California Cheese.
Exhibit 8 shows the increases in advertising awareness levels across various markets, as well as percentages of consumers who report purchasing California Cheese since the campaign began.
The real success of the campaign is seen in the numbers. California cheese production has increased more than percent over the past two decades which is seven times the national growth rate.
In the period from toCalifornia cheese 7 production increased by percent, from million to 2. Today, cheese bearing the seal can be found in supermarkets across the country and even abroad and California cheese is also available though foodservice and pizza distributors in almost every state 8 Discussion Questions 1.Only the Real California Milk seal certifies of marketing California cheese and expanded it to the Milk Advisory Board, an instrumentality of the CA Dept.
IT’S THE CHEESE – Real California Cheese ® “Great Cheese Comes From Happy Cows” and happy farmers: The California Milk Advisory Board’s marketing and strategic planning success story.
The actions of the California dairy industry over the past plus years exemplify how an. California Milk Advisory Board Presents “Gold Seal Award” to Pinnacle Food Sales for Support of Real California Cheese and Dairy in the Southeast.
Click here to view detail. Stress-Free Holiday Entertaining Tips. Click here to view details. Survey Reveals #TeamSweet and #TeamSalty Evenly Paced in the Battle of the Snacks. Click here to. "The CMAB was formed in to promote California dairy products in an ever-growing and competitive marketplace.
It operates on the principle that a healthy dairy industry is just as important to consumers as it is to milk producers, and that the ready availability of California dairy products contributes to the good health and well-being of the state's population.". California Department of Food and Agriculture.
Candied Pecans with California Blue Cheese. Every hero needs a sidekick. Introducing California blue cheese and sweet candied pecans. See Recipe. California Milk Advisory Board Presents “Gold Seal Award” to Pinnacle Food Sales for Support of Real California Cheese and Dairy in the Southeast. Click here to view detail. Stress-Free Holiday Entertaining Tips. Click here to view details. Survey Reveals #TeamSweet and #TeamSalty Evenly Paced in the Battle of the Snacks. Click here to. The California Milk Processor Board is a nonprofit marketing board funded by California dairy processors, The board is separate from the California Milk Advisory Board, which created the Happy Cows campaign and represents California's dairy families. Promotions. In , the Board launched its most successful and longest-lasting campaign.
Statewide search: Search this site: This California Cheese. California cheesemakers have the highest standards to produce a quality product for consumers worldwide. CA Milk Advisory Board; CA Milk Processor Board; Dairy Council of California; Dairy Institute of CA; Western United Dairymen.
That is the requirement to partner with the California Milk Advisory Board and be able to leverage the promotional efforts behind the seals. The Real California Cheese seal was created in and the Real California Milk seal made its debut in How are you using social media to promote California .