California Dairy Hits the Turf with a New Ad for the Big Game

California Milk Advisory Board debuts new national spot on Super Sunday

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Jan 30, 2012, 09:00 ET

SO. SAN FRANCISCO, Calif. and MODESTO, Calif., Jan. 30, 2012 /PRNewswire/ -- Whatever happened to those witty cows from California? They're busy being the life of the party from kitchens to driveways and everything in between. The folks who brought you the Happy Cows are giving you an insider's pass to see what they've been up to in a pre-game YouTube preview of their Super Sunday commercial on January 30th (http://youtu.be/xbpX5qdK9Gc).

(Photo: http://photos.prnewswire.com/prnh/20111012/MM84429-c)

(Photo: http://photos.prnewswire.com/prnh/20111012/MM84429-b)

Join the party as a loveable California cow becomes the MVP of big game ads this season with "Birthday Party," the third installment in the California Milk Advisory Board's (CMAB) new "Make Us Part of Your Family" national advertising campaign.

The campaign features California cows – and the dairy products they represent – as trusted members of the family, giving advice over a casual game of hoops in "Middle School" and fashion tips in "Mom Jeans," which was recently rated the 5th most-liked commercial of 2011 in Nielsen's nationwide consumer panel. With the MVP trophy on the line in 2012, you can bet these outspoken bovines have their eye on the post-game prize.

"'Make Us Part of Your Family' combines the fun of our previous advertising with the families at the core of California's dairy business. Ninety-nine percent of California dairy farms are family owned and California dairy products are a trusted, important part of family meals," said Michael Freeman, VP of Advertising for the CMAB. "This campaign gives us a chance to highlight both in an entertaining way."

The campaign was created by Deutsch LA, the CMAB's advertising agency for 12 years.

Dairy products made with California milk can be identified by the Real California Milk and Real California Cheese seal, which certifies that the products are made exclusively with milk produced on California dairy farms. California produces more fluid milk, butter, ice cream, yogurt and nonfat dry milk than any other state. The state is the second-largest producer of cheese, which is available nationally under the Real California Cheese seal.

About the California Milk Advisory Board
The California Milk Advisory Board (CMAB), an instrumentality of the California Department of Food and Agriculture, is funded by the state's dairy families. With headquarters in South San Francisco and Modesto, the CMAB is one of the largest commodity boards in the United States. The CMAB executes advertising, public relations, research and retail and foodservice promotional programs on behalf of California dairy products, including Real California Milk and Real California Cheese. For more information on California dairy products and the Real California Cheese Pair Savvy App, visit RealCaliforniaMilk.com, like us on Facebook.com/RealCaliforniaMilk or follow us on Twitter @RealCalifMilk.

SOURCE California Milk Advisory Board