• by Fern Siegel , August 26, 2024

The California Milk Processor Board is asking a classic question: “Got Milk?”

Created by marketing agency Gallegos United, its new multicultural campaign — "Real is Back" — centers on human connections. While the work is regional, social and influencer efforts are expected to deliver national reach.

The spot is in English and Spanish, produced by Oak Leaf Productions and underscores the importance of relationships. It ends with the tag: “Got Milk?”

The campaign, which targets millennial parents in California with kids under 12, rolls out across multiple platforms, including broadcast, digital, CTV, audio, social and out-of-home. There is also a strong focus on Gen Z bilingual and bicultural Spanish-dominant Hispanic households.

In fact, 40% of the media buy is targeted directly at Hispanics in California, since total U.S. data showed Hispanics’ consumption of dairy milk was declining faster than other demographic segments in the past 10 years.

The “Real is Back” theme builds on a recent industry trend report, which noted a shift from “nostalgia for comfort” to a “nostalgia for connection.” Milk is childhood. Milk is part of breakfast. Milk served with a chocolate birthday cake is still an adult favorite. 

New sites in English and Spanish are also part of the campaign push.

“For a state as diverse as California, which is 65% multicultural, it's critical we lean into diverse stories. We wanted to highlight relatable stories of two young Hispanics working hard, but often missing out on meaningful connections that aren't fulfilled by texting or social media,” Steve James, executive director of the California Milk Processor Board, told Agency Daily. “We are showing the positive influence of those connections around real milk is back.”

Gallegos United's client work includes Dr. Pepper, Xfinity and DoorDash.