California Milk Advisory Board Real California Cheese Essay Example
The “Happy Cows” campaign has been so successful because it gives people the reassurance of where there cheese is coming from. By labeling products that use California Cheese, it gives the people of the images in their commercials of happy cows on rolling plains enjoying their life. Today many animals are caged, mistreated, and hormone injected, so the commercials used in the campaign help give people the image that these California cows are healthy, pampered, and not being caged or mistreated making the milk from them “healthier” in a sense.
This campaign took the negativity off of how most animals are treated that are used in food production and gave it a positive outlook while playing on the beautiful California sun and hills. The Real California Cheese certification mark is very important in the positioni
...ng of the product. By having this certification mark that qualifying products can use to verify that their cheese comes from California cows, helps positively influence consumers to go after their product because they are going to recall the positivity and satisfaction the campaign brings to having that California milk and cheese from those special cows.
I think it made a difference because it allowed consumers to see that products actually do use Real California Cheese, where as before the certification consumers wouldn’t have know their was a difference between products. The campaign took a emotional approach in its advertising as it wanted consumer affinity for Real California Cheese to be more emotionally based. The CMAB faced a challenge in that they needed to represent a wide range of products from many different producers. I would describ
the personality created for the Real California Cheese as bright, full of life, content, happy, enjoyable, satisfying, and of great quality.
Pros of the advertising approach used is that it gave people a guarantee that if they saw the certification stamp that their was Real California Cheese and that it was most likely a better product choice over a product without the certification stamp. The advertising approach not only effect consumer but also manufactures of products containing cheese product that did not qualify to have the certification stamp. The campaign reached out to manufacturers to use Real California Cheese because consumers would be looking for that certification stamp.
I think this campaign could be continued indefinitely as long as they continue to come up with new ways keep that emotional connection with their consumers. The consumer promotion program is used to create and maintain top-of-mind awareness and generate trial and repeat purchase for all cheeses bearing the RCC seal. Three primary tactics are used to accomplish these objectives including cross-promotions in-store that utilize instant redeemable coupons, in-store product sampling, and self-liquidating premium offers. The program has a 21% redemption rate in some markets.
The cross-promotions are very effective because they stimulate awareness and purchase interest in RCC cheeses throughout the grocery store and serve as an effective form of in-store merchandising. They also increase the likelihood of purchase since cheese complements the partners’ food and wine products. The RCC website is consistent with the mission, personality and look for RCC and reinforces the “Happy Cows” campaign. The site helps consumers gain information on product and enjoy the advertisements of the campaign and
merchandise.
The public relations program main objective is to enhance the image of California cheeses with key constituent groups including consumers, culinary professionals, “food influentials” and the trade. Different public relation angles used were recipe ideas, food sections in major newspapers, wine and cheese pairings, travel publications, and national and international competitions to name a few. I think that the California cheese industry used a great variety in their advertising. Yes, there are always more opportunities for promotion that can be utilized, but I think RCC campaign is using their different channels efficiently.
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