In California, the No. 1 dairy state, you'd expect local schools to serve local milk. But several suppliers to Southern Californian schools were serving milk from neighboring states. For the California Milk Advisory Board (CMAB), representing more than 1,600 dairy farmers, this was about pride and economics— a pride further wounded when celebrity chef Jamie Oliver crusaded to ban chocolate milk from Southern California schools.
Working with Ketchum, CMAB designed a program to turn parents, kids and teachers into California milk evangelists. The Real Seal Appeal campaign offered a chance for participants to win up to $1.4 million in cash, books and prizes for their schools. To win, they needed to buy milk at retail, collect the Real California Milk Seals found on products and hand these seals to their teachers. A partnership with school media publisher Scholastic, helped spread the word—along with coverage on local TV, radio, print, blogs, Facebook and Twitter.
Within 90 days, nearly 100,000 seals were collected. Beyond renewed pride in locally produced milk, the campaign prompted one of Southern California's largest milk processors and school suppliers to switch to Real California Milk, enabling the schools they serve to participate and providing CMAB with an education opportunity. Coverage included 40 influential blog posts (3 million impressions) and 3.6 million impressions from views of Scholastic's customized online program hub. In addition, familiarity with Real California Milk Seal increased from 55% to 64%. —Scott Van Camp
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