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 it comes to food pairings, such as cookies and donuts or tacos and chicken wings.
In addition to an online film, 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.
Top social media influencers will share their own love stories and romantic meal ideas that incorporate milk across their platforms and various events across California will host a dating expert who will provide love advice amid unique milk and food treats.
The CMPB is funded by all California milk processors and administered by the California Department of Food and Agriculture.