Case Study: California Milk Advisory Board

How the California Milk Advisory Board Championed Hispanic-Style Dairy with Chicory

California Milk Advisory Board (CMAB) partnered with Chicory to raise awareness of California’s many Hispanic-style varieties and inspire consumers of all cultures to use them in their homemade takes on authentic Hispanicmeals. CMAB believed that aligning with recipes was an effective way to achieve this.

2.3M

Southern California Shoppers Reached

+27%

Higher Engagement than Campaign Benchmark

0.19%

Click-Through Rate

Challenge

For the California Milk Advisory Board (CMAB)—an instrumentality of the California Department of Food and Agriculture funded by the state's dairy farm families—food is an important part of any celebration and a powerful way to honor one’s culture. With California being the largest producer of Hispanic-style cheese in the U.S., CMAB sought to champion consumption during Hispanic Heritage Month.

Strategy

To support CMAB’s objective, Chicory analyzed its recipe network to narrow down the most frequently viewed Hispanic-style cheeses like Manchego andCotija. From there, we presented CMAB with a targeting strategy that would “own” the various cheeses as ingredients across our network of over1,500 recipe sites and identified the best recipe categories to pair the cheeses with.

During the campaign, Chicory worked to optimizeCMAB’s media to the best performing ingredient and recipe keywords. Mid-campaign we found that Tex-Mex recipes garnered high engagement from in-market shoppers who were targeted with CMAB’scampaign, so we focused a portion of the program on trending recipes within the cuisine

Results

CMAB’s strategy reached over 2.3M recipe viewers and beat Chicory’s campaign benchmarks by 27%,proving strong interest in Real California Hispanic-Style Dairy from Southern California shoppers, and resonating with those seeking to incorporate global cuisines in their eating rituals