Campaign details
Brand: California Milk Processor BoardAdvertiser: California Milk Processor BoardAgency: Rox United
Situation Analysis
For decades, dairy milk consumption has been decreasing overall in the US, and in particular, it has been decreasing at a faster pace in California. Fierce competition, frivolous consumer trends, and constantly changing lifestyles are at the core. However, last March 2020, as the COVID-19 pandemic sent shoppers scrambling for household staples and comfort food — boosting milk sales for the first time in years — the California Milk Processor Board (CMPB), observed an opportunity. The pandemic brought about significant...