The California Milk Advisory Board (CMAB), Tracy, Calif., announced the launch of a consumer promotion focused on holiday breakfast traditions with dairy. The campaign is an extension of the “Mornings Mean More” campaign that first debuted in 2020 .

The “Holiday Mornings Mean More” campaign communicates messages of family, togetherness and the importance of celebrating time together over special breakfast recipes, the CMAB said. The featured promotional menu includes recipes designed to be enjoyed together such as Buttermilk Pancake Breakfast Tacos, Cheesy Hashbrown Egg Bites, Lemon Blueberry Pancake Casserole and Ricotta Churro Waffles.

The promotion, which runs through Dec. 27, will be supported with in-store media at 706 California stores, including Albertson’s, Vons, Pavilions, Safeway, Raley’s and Mollie Stone’s Markets. Integrated digital media will include geotargeted email blasts, banner ads and in-line recipe pairings throughout Chicory’s recipe network, sponsored social media posts, targeted display banner ads, Instacart SEO, retailer shopper marketing and food influencer partnerships across Instagram and TikTok, the CMAB said.

“Dairy is an essential part of breakfast,” said Katelyn Harmon, director of business development, U.S. retail for the CMAB. “These holiday breakfast recipes were curated to showcase the best of California dairy while inspiring families to spend time together during the holidays creating new traditions in the kitchen. High-quality, sustainably produced real California dairy products are perfect additions to make breakfast as a family that much more special.”