• by Danielle Oster , October 18, 2024

Got love?

California Milk Processor Board (CMPB) is taking its “Real is Back” creative platform to some unexpected places. The latest: the dating world, and Mel’s Drive-In -- the classic American diner chain found in the state and associated with 1973 George Lucas film “American Graffiti.”

The CMPB campaign features events at select Mel’s Drive In locations in California, aiming to combat online dating ennui by inviting singles to meet potential matches in person. Leaning into the “real” angle, participants are asked to arrive “straight out of bed, in cozy pajamas, without makeup or fancy clothes” to drink milkshakes and speed-date.

The campaign also features exclusive menu items and co-branded merch available at participating locations throughout the month of October -- including a hoodie with a campaign logo, the “Got Milk?” tagline, and the logo for Mel's Drive-In.

To kick things off, the campaign tapped “Love Island USA” star Kordell Beckham to host a VIP launch party last week at the restaurant’s West Hollywood location. The event attracted such notable locals as fellow “Love Island USA” star Miguel Harichialum, long-time “Dancing With The Stars” cast member Julianne Hough and actress Fiona Palomoa of the Netflix series “Outer Banks.

A video chronicles that event, showing singles engaged and happy with their IRL meetings.

The activation taps into real frustrations over online dating among younger users of the apps longing for more authentic connections. According to a Forbes Health survey published this year, 79% of Gen Z and 80% of millennials report feeling burned out from their experiences with dating apps.