California Milk Processor Board: 'Glass Half Full News' fueled by 'got milk?'

The California Milk Processor Board (CMPB), a US non-profit marketing board, encouraged consumers to buy milk by launching an episodic internet show.

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...

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