2025 California Freestyle Campaign Relaunch Our latest iteration of the California Freestyle campaign, The Goodness Is Real, is now entering its sixth quarter. In Q3, we ran the “Office” spot from the campaign across broadcast TV, Connected TV (CTV), and YouTube in both English and Spanish through September. In early October (Q4), we brought back the “Family” spot, which is currently running on broadcast TV and CTV, also in both languages, and will continue through mid-December.
Social Updates
The CMAB social content strategy continues to center on our core pillars of Food & Health, Trust & Reputation, and Brand across organic and paid activity on Facebook, Instagram, Pinterest, and TikTok channels. Our social-native approach on TikTok continues to outperform previous recipe content, driving 79% higher engagement and 68% higher video play rates. This quarter, we launched four new paid TikTok posts that brought the Real California Milk seal to life in distinct ways—showcasing emotional connection, credibility, and quality. The results reinforce that platform-specific creative consistently outperforms traditional cutdowns, validating our shift toward channel-first storytelling.
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