A few years ago I overhead a young mom ask her son where milk came from. He responded with absolute authority that milk came from “the refrigerator.”
In light of such confusions, the California Milk Advisory Board has developed 15 “mini-documentaries” profiling dairy families throughout California to help sell its milk products.
Fifteen real-life dairy families are featured in each documentary. Some tell of their desire to make cheese, others show off how they treat their animals with all of the videos providing a look into some aspect of the daily dairy lifestyle. The videos cost less than $10,000 each to produce, a CMAB spokesperson said.
The series also highlights sustainability practices and what the CMAB terms “cow comfort.” The videos can be viewed where 100,000 visits are recorded each month. CMAB is promoting the documentaries and offering them for use by its dairymen, dairy processors and affiliated groups.
The Golden State produces more than 41 billion pounds of milk and creates about 435,000 jobs each year; its products are identified by the Real California Milk seal.
“These documentaries will help consumers connect with the California dairy families that put the food on their tables and create a better understanding of the standards and practices in place on today’s modern dairy operations,” said CMAB’s Vice President of Advertising, Michael Freeman, in a release. “While the Happy Cows “Auditions” ad campaign continues to be our primary tool in driving awareness and purchase intent, these documentaries allow us to tell a deeper story and engage consumers in a way no 30-second ad could.”
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