The California Milk Advisory Board (CMAB) announced the return of its consumer promotion focused on holiday breakfast traditions made special with California dairy. The annual campaign – titled Holiday Mornings Mean More – debuted in 2020 and focuses on the California market. 

Holiday Mornings Mean More communicates messages of family, togetherness, and the importance of celebrating time together over the special breakfast recipes we spend a little extra time on during the season. The featured promotional menu provides a turnkey solution for busy shoppers, where any of the recipes can be scaled up or down to accommodate gathering sizes. The menu includes recipes designed to be enjoyed together such as a Greek Veggie and Feta Frittata, Ricotta Churro Waffles, California Breakfast Sopes and Chocolate Chip Sheet Pan Pancakes.

The promotion, which runs Nov. 8 through Dec. 31, will be geotargeted around 1,162 California stores including Ralphs, Safeway, Raley’s, Mollie Stone’s, and Cardenas, among others. It will be supported with in-store media and shopper marketing activations. Integrated digital media will include banner ads and in-line recipe pairings throughout Chicory’s recipe network, Instacart SEM, targeted email blasts, influencer activations, sponsored social media posts, and targeted display banner ads. 

“Dairy is an essential part of breakfast. 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,” said Katelyn Harmon, Director of Business Development, U.S. Retail for the CMAB. “High quality, sustainably produced California dairy products are perfect additions to make breakfast as a family that much more special.”

California is the nation’s leading milk producer and makes more butter, ice cream and nonfat dry milk than any other state. California is the second largest producer of cheese and yogurt. California products can be identified by the Real California Milk seal, which certifies they are made with milk from the state’s dairy farm families using sustainable farming practices.