California Milk Advisory Board Launches Strategic Breakfast Campaign
Source: The DairyNews
The California Milk Advisory Board (CMAB) has unveiled a targeted consumer promotion aimed at enhancing the breakfast experience with wholesome Real California Milk dairy products. As families transition from summer to the structured routines of the school year, the "Mornings Mean More" campaign is designed to resonate with both busy parents and individuals looking to simplify their morning routines with quick, nutritious meals.
"Mornings Mean More" focuses on the importance of re-establishing morning routines and offers a variety of delicious breakfast solutions that can be prepared in 20 minutes or less. Featured recipes include the Magical Cereal Milk Latte with Salted Caramel Whipped Cream, Chocolate Shell Cottage Cheese Overnight Oats, One Pan Skillet Breakfast Sandwich, and Black and Blueberry Ricotta Grilled Toast, among others. Each dish highlights the versatility and quality of California dairy products, reinforcing the message that a nutritious breakfast can be both quick and satisfying.
The promotion, running through September 8, will be strategically geotargeted to approximately 1,170 retail locations across California, including major chains such as Albertsons, Vons, Pavilions, Raley’s, Bel Air, Nob Hill, Bristol Farms, Cardenas Markets, Safeway, Smart & Final, and Stater Bros. Markets. The campaign will be supported by comprehensive in-store media and shopper marketing activations, ensuring high visibility at the point of purchase.
To further extend its reach, the CMAB is integrating digital media into the campaign, leveraging banner ads, in-line recipe pairings through Chicory’s recipe network, and promotions on Instacart. The digital strategy is bolstered by targeted email campaigns, influencer partnerships, sponsored social media content, and display banner ads aimed at driving consumer engagement.
"Breakfast is a critical meal that sets the tone for the day, and dairy products play a vital role in creating a nutritious start," said Katelyn Harmon, Director of Business Development, U.S. Retail for the CMAB. "Our 'Mornings Mean More' campaign showcases a range of California dairy products, inspiring consumers to incorporate high-quality, sustainably produced ingredients into their morning routines, making breakfast not just a meal, but a meaningful part of their day."
This initiative underscores the CMAB's commitment to promoting California's dairy industry while providing consumers with convenient, healthy options that fit into their busy lives.
The promotion, running through September 8, will be strategically geotargeted to approximately 1,170 retail locations across California, including major chains such as Albertsons, Vons, Pavilions, Raley’s, Bel Air, Nob Hill, Bristol Farms, Cardenas Markets, Safeway, Smart & Final, and Stater Bros. Markets. The campaign will be supported by comprehensive in-store media and shopper marketing activations, ensuring high visibility at the point of purchase.
To further extend its reach, the CMAB is integrating digital media into the campaign, leveraging banner ads, in-line recipe pairings through Chicory’s recipe network, and promotions on Instacart. The digital strategy is bolstered by targeted email campaigns, influencer partnerships, sponsored social media content, and display banner ads aimed at driving consumer engagement.
"Breakfast is a critical meal that sets the tone for the day, and dairy products play a vital role in creating a nutritious start," said Katelyn Harmon, Director of Business Development, U.S. Retail for the CMAB. "Our 'Mornings Mean More' campaign showcases a range of California dairy products, inspiring consumers to incorporate high-quality, sustainably produced ingredients into their morning routines, making breakfast not just a meal, but a meaningful part of their day."
This initiative underscores the CMAB's commitment to promoting California's dairy industry while providing consumers with convenient, healthy options that fit into their busy lives.
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