The California Milk Processor Board and its agency Goodby Silverstein & Partners are encouraging further milk consumption by highlighting individual milk-and-food combinations.
The "Love Stories" campaign draws on classic dating scenarios to highlight the versatility of milk when pairing with other foods, like cookies, donuts, tacos and chicken wings.
In addition to an online video, print work features a "Food Loves Milk" headline alongside individual milk-and-food combinations.
The creative will be displayed in-store at supermarkets across California.
The campaign includes top social media influencers sharing their own love stories and romantic meal ideas that incorporate milk across their platforms. Also, various California events will host a dating expert providing love advice amid unique milk-and-food treats.