“Real is Back” – A Multicultural Campaign by the California Milk Processor Board
California Milk Processor Board is excited to share the launch of their new multicultural campaign, “Real is Back,” created by Gallegos United and produced by Oak Leaf Productions. Wilkins placed the OOH buy. This emotional campaign taps into the growing desire for authenticity in our lives, encouraging us all to step away from screens and reconnect with what truly matters—our relationships with one another.
Campaign Overview: “Real is Back” captures the essence of a global cultural shift from mere nostalgia for comfort to a deeper nostalgia for genuine connection. In a world dominated by technology, especially in tech-centric California, this campaign resonates with the widespread sentiment of longing for simplicity and human connection. It’s a timely reminder, especially as we head into an election year, that despite the noise, our shared desire for connection remains strong.
The campaign rolled out in phases, starting August 15, across multiple platforms including broadcast, digital, and out-of-home (OOH). The first video is live (view here)
Target Audience: The campaign specifically targets millennial parents in California with children under 12, with a strong focus on bilingual and bicultural LatinX, LatinE, and Spanish-dominant Hispanic communities. This diverse approach ensures that the message of authenticity and connection reaches those who value it most.
Media Elements:
- Videos: Two key videos in both English and Spanish, accompanied by a series of shorter cuts for various digital platforms.
- OOH: High-impact hand-painted wallscapes, billboards, and bus shelters across California.
- Digital & Social: Presence on Instagram, Facebook, TikTok, along with Google Search ads and influencer partnerships.
- Audio: Digital audio and podcast streaming via iHeart Media.
WebSite: English: https://www.gotmilk.com/realisback/ Spanish: www.tomaleche.com/realisback
- Advertisement -
