2026 Marketing Plans Pre-Read
Adrienne Daniels
• Introduction – looking forward to meeting you all
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2026 Plans/Timelines o Main Areas of Work throughout 2026
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o Major Changes in 2026 vs. 2025 ▪
Develop Brand Positioning around Real California Milk seal as a brand ▪ Implement a Marketing Calendar to align messaging & visuals across all channels (e.g. advertising to social media to in-store) so consumers see consistent messaging everywhere ▪ Optimize product category fit with channels (e.g. cottage cheese & TikTok) ▪ Test media volumetrically on products with the Real California Milk seal vs. products without ▪ Conduct an RFP for new creative & media agencies ▪ Decrease 2026 Media budget by $3M from 2025, as our COVID cash reserve has been fully utilized and as we shift resources to international and innovation ▪ Decrease production budget by 45% due to no new video Q1-3 2026 and need for RFP ▪ Hold 10-20% of the working media for testing & experimentation so we can unlock future growth and maintain relevancy in today’s fast moving media world ▪ Review spend in traditional search as AI is radically disrupting search
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