Source: California Milk Advisory Board news release
California dairy producers will soon appear on a television near you with the debut of the California Milk Advisory Board's (CMAB) "Family Farms” advertising campaign.
The campaign features nine 30-second commercials featuring real California dairy families sharing their personal stories and love for dairy farming. The campaign also will include an online element that draws consumers to the RealCaliforniaMilk.com site.
The commercials, produced by the CMAB, begin airing nationally today. They are an extension of the Real California Dairy Families documentary series originally produced by Deutsch LA in 2009 to give consumers a clearer understanding of where dairy products come from and showcase the people who produce them. The unscripted documentary videos have received hundreds of thousands of viewings since they debuted on the RealCaliforniaMilk.com site.
Each commercial features an actual dairy family telling their story, in their own words.
"We want to help consumers put the face on the farmer responsible for the dairy foods they enjoy. There's a family dairy farmer and personal story that comes with every glass of milk, piece of cheese, scoop of ice cream and pat of butter you purchase. These are fascinating people once you get to know them,” said Michael Freeman, the CMAB's vice president of advertising.
The "Family Farms” commercials along with the Real California Dairy Families documentary series, demonstrate the deep heritage and diversity behind the state's dairy industry – an industry responsible for producing more than 41 billion pounds of milk and creating approximately 435,000 jobs each year.
"Dairy farming is a vital, important part of California that is made up of people, families and generations of history – not unfeeling corporations,” said Freeman. "In California, 99% of our dairies are family farms. This heritage comes through in the care they take with their animals and in preserving the family farm for future generations. You can sense the real, personal connection that is made with each family when you view these commercials.”
The commercials can be viewed online, and will be available at RealCaliforniaMilk.com along with 20 Real California Dairy Families documentaries and three video companion pieces – on sustainability, cow comfort practices and dairy in California.