The California Milk Advisory Board (CMAB) has shifted its campaign focus with
"Return to Real," a series of TV spots that launched last week. "Return to Real" places the happy talking cows on the back burner, replaced by a focus on wholesome food and the farmers who produce it.
Each ad begins with a seductive highlight on a delicious food and ends with a focus on California dairy farmers and their cows. There's an ad featuring ooey, gooey grilled cheese
, a buttered baked potato
, a smoothie.
and homemade pizza
. Deutsch LA
created the campaign.