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Published on: 4/7/2008
Last Visited: 7/1/2008
The seven-figure account was awarded in late March following a competitive bid, said Tricia Heinrich, VP of communications at CMAB, a marketing organization that promotes California dairy products worldwide.Context Marketing was the organization's former AOR.
Last fall the organization expanded its scope beyond cheese by introducing a certification seal for milk produced by California dairies, and this year it plans to expand its distribution internationally to Mexico and China.
To promote this growth, CMAB crafted a two-pronged strategy to appeal to different types of customer segments.Among global consumers, the organization will emphasize quality and freshness, Heinrich noted.