The California Milk Advisory Board (CMAB) leans into health and nostalgia with its latest “Snack for Real” campaign, designed to spotlight the versatility and nutritional value of dairy-based snacks during the summer months.
“Summer snacking has always been a natural fit to highlight what makes California dairy unique,” said Lizzie Werber, senior marketing manager, US retail, CMAB. “This year, we tapped into the growing demand for real ingredients, protein-rich, nutrient-dense foods that support consumers’ health goals. We also expanded into new tactics on platforms like Instacart and retail media networks to meet shoppers where they are. Visually, we embraced the rising nostalgia trend with animated characters that bring our key categories to life and help us stand out in a fun and engaging way.”
The campaign includes an integrated shopper marketing strategy, spanning in-store signage and demos and digital activations and ecommerce promotions through Instacart.
“Shopper marketing allows us to connect with today’s more informed consumer by telling the product’s story at key decision points,” Werber said. “By leveraging a fully integrated approach across in-store and digital touchpoints, we can better create value for both the shopper and our retail partners.”
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Repositioning dairy as a better-for-you snack
CMAB also is repositioning dairy as a health-forward and versatile snacking option.
“Our strategy centers on elevating California dairy as a versatile, better-for-you snacking option during peak summer months,” Werber said. “The campaign taps into consumer demand for clean label, nutrient-dense foods, while leveraging recipe content to drive engagement, inspiration and trial.”
‘Clean label’ might be a broad term, but the instinct behind it is specific: trust.
Chris Eastwood, business development manager, CMAB
Influencer partnerships drive awareness and sales
The campaign’s influencer strategy also is reaching younger audiences.
“Influencer partnerships amplify our in-store and digital efforts by driving awareness and encouraging discovery,” said Werber. “While social media has traditionally been an awareness tactic, it is increasingly showing measurable results from a sales perspective.”
Werber pointed to dessert brand Sweetcraft Dolceria’s new flavor launch as an example: “When a prominent Costco influencer, with an audience of over 1.5 million followers, featured the product in a new item roundup, it generated significant buzz and contributed to the item selling out within weeks of launch,” she said.
Functional dairy snacks gain shelf space
Dairy-based snacks are regaining traction in the broader snack category, explained Chris Eastwood, business development manager, CMAB.
“Consumers want convenient, satisfying snacks with real nutritional payoff,” he said. “Dairy delivers high-quality protein, naturally occurring calcium” on a clean label.
The category is growing in familiar, functional formats like single-serve cheeses and drinkable yogurts, he added.
“Clear protein callouts on packaging and innovation in shelf-stable or lactose-free options are helping dairy” stand out in refrigerated and grab-and-go sets, Eastwood said.
Among the products gaining attention: Ritz’s Cheese Bits, which pack 14 grams of protein per 2 ounce serving and come in bold flavors like mango habanero and wasabi; Marin French Petite Breakfast Brie in varieties like Chive and Everything Bagel; and Sweet Craft Dolceria’s Ube Cheesecake, which uses Real California Milk and taps into culturally inspired flavor trends.
“Consumers want real ingredients they recognize,” Eastwood said. “Artificial flavors and colors are dropping fast – even among mainstream audiences. ‘Clean label’ might be a broad term, but the instinct behind it is specific: trust.”
The Snack For Real campaign will run from mid-May to mid-July across 753 retailers in California, including Smart & Final, Gelson’s, Mollie Stone’s Markets, Save Mart, Lucky, FoodMaxx, Food 4 Less, Foods Co. and Ralphs.
