The California Milk Advisory Board (CMAB) announced the launch of a consumer promotion focused on family time during breakfast, featuring Real California milk and cereal, the classic breakfast duo. The promotion is an extension of the Mornings Mean More campaign and includes recipes for fun new uses of milk and cereal, including cereal milk smoothies and lattes to fuel families before the busy school day begins, CMAB said.
The month-long back-to-school promotion runs from August to September and is designed to elevate awareness of Real California fluid milk. In-store media will be displayed in the fluid milk and cereal categories within 739 California stores, including Ralphs, Foods Co., Food 4 Less, Smart & Final, Save Mart, Lucky, Food Maxx and CVS (Southern California locations only), CMAB said.
Consumers may access a rebate for $1.00 off any purchase of 2 gallons of Real California milk using Ibotta. CMAB said integrated digital media will include geo-targeted email blasts, promotions through Instacart, targeted display ads and sponsored social content.
“Real California milk and cereal are an epic combination for families kicking off the busy back to school season. Milk — with its 13 essential nutrients — and cereal — full of fiber, carbohydrates and protein — are an easy way to the start the day right,” Katelyn Harmon, director of business development for the CMAB. “We’re encouraging families to take a little extra time together in the morning to share breakfast — fueled by sustainably sourced milk from California dairy farm families.”