California: Food Loves Milk

This case study describes how the California Milk Processor Board, a statewide initiative, reinvented and reimagined milk's relationship with food for California in 2015 resulting in changed perceptions, new engagements and, most importantly, an increase in consumption and purchase frequency.

California: Food Loves Milk

Agency: Goodby Silverstein & Partners

Summary

Though consumption of fluid white milk has been in decline nationally since the mid-1970s, nothing compares to what California experienced in 2014, when sales dropped a devastating five percent.

Looking at the numbers, we saw that the issue wasn't the perception of milk; rather, it was an everyday behavior problem: too often milk was not on the table. To stimulate growth we needed to reconnect milk with food.

We looked back at the iconic "Deprivation" campaign that launched "got milk?" in 1993. And then we...

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