SAN FRANCISCO: The California Milk Advisory Board (CMAB) selected Ketchum as its AOR as the organization expands to promote a wider range of dairy products to a global market.
The seven-figure account was awarded in late March following a competitive bid, said Tricia Heinrich, VP of communications at CMAB, a marketing organization that promotes California dairy products worldwide. Context Marketing was the organization's former AOR.
Last fall the organization expanded its scope beyond cheese by introducing a certification seal for milk produced by California dairies, and this year it plans to expand its distribution internationally to Mexico and China.
To promote this growth, CMAB crafted a two-pronged strategy to appeal to different types of customer segments. Among global consumers, the organization will emphasize quality and freshness, Heinrich noted. For local promotions, the organization is targeting California residents who want to buy from local dairies.
CMAB also plans to integrate elements of its popular "Happy Cows" advertising initiative with upcoming PR efforts that focus on the organization's online presence.
"We have this great brand equity in 'Happy Cows' that we want to leverage more fully," she said.
In addition to digital media efforts, CMAB will continue traditional media outreach to trade press and consumer publications, particularly those that target women. The organization is also developing outreach efforts geared towards Hispanic audiences, following research that indicates the group consumes large amounts of dairy products.
Fleishman-Hillard and Burson-Marsteller were finalists in the pitch, which was led by SelectResources International, said Dan Orsborn, senior partner at Select Resources International (SRI).