Mornings Mean More
The pandemic changed the context for everything, from how people socialized to mealtime eating habits. Consumers were looking at new ways to enjoy at-home experiences, and insights led us to understand that breakfast was the meal occasion that genuinely brought people together.
With milk leading the way, California Dairy products could play an essential role in reconnecting. No longer was breakfast relegated to the status of an optional convenience meal. Working from home was an opportunity to savor breakfast, slow down, and start the day with family. The Mornings Mean More campaign leveraged this opportunity to encourage stand-alone milk consumption with a theme that resonated on an emotional level, and provided practical solutions, including new, family-friendly recipes and highly targeted shopper marketing tactics to facilitate purchase, including:
- In-Store/On-Pack Media
- Instacart
- Chicory
- Yummly
- Ibotta
- Email Blast & More!
The Mornings Mean More campaign raised the profile of the “Look for the Seal/Real California Milk” message, increasing sales in Milk, a previously declining category, and deepening engagement with shoppers and retailers, regionally and with key accounts. The Mornings Mean More message resonated post-pandemic, as consumers continued to enjoy working from home, and Holiday Mornings Mean More extended the emotional resonance of California Dairy products.