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Article: IT'S THE CHEESE.(California Milk Advisory Board's Real California Cheese campaign )(Brief Article)
- Article from:
- Agri Marketing
- Article date:
- September 1, 2001
CopyrightCOPYRIGHT 2001 Doane Information Service. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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The California Milk Advisory Board's Real California Cheese campaign is said to be one of the most intensive marketing campaigns undertaken by any commodity marketing group in the country. The main goal is to create a new brand in consumers' minds that is identified by the Real California Cheese seal.
Driving the campaign is a high-profile advertising campaign that utilizes prime time and fringe television buys, as well as radio, billboard and magazine advertising, which reinforce the tagline It's The Cheese. Fall 2000 brought the introduction of a new television campaign emphasizing that the quality of the California milk makes for great Cheese. The humorous ...