California Milk Advisory Board: Happy Cows campaign

With a growing milk surplus, the California Milk Advisory Board launched a series of campaigns to challenge Wisconsin’s position as leading dairy producer.

California Milk Advisory Board: Happy Cows campaign

Candica Mancini


In an effort to promote the state's dairy products and to deal with its growing milk surplus, the California Milk Advisory Board (CMAB) established the "Real California Cheese" campaign in 1982. With the creation of the "Real California Cheese" label, the active marketing of the state's cheese began. During the first campaign, which used the tagline "California cheese is great cheese," California surpassed Wisconsin as the leading U.S. dairy state and jumped into the number two spot in the production of cheese. In 1995 "It's the Cheese" was introduced as...

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