California Milk Advisory Board Real California Cheese Essay Example

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

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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.