McCann Wraps Milk Board Ads

McCann-Erickson in San Francisco is wrapping up two campaigns for the California Milk Advisory Board (CMAB), set to break next month.
Four new TV spots for the CMAB’s ongoing real California cheese campaign will break in markets throughout California. The ads feature the successful tagline, “Look for the real California. It’s the cheese.”
One spot uses the Bigfoot sighting footage made famous in the 1970s. A close-up of Bigfoot’s hand shows that he’s holding a piece of “real California cheese.” Another spot entitled “Basic Training” shows GIs drooling over photos of one man’s girlfriend. The snapshots, seen only from the back, feature poses of the girl, her friends and some cheese.
McCann will also launch a statewide newspaper campaign for California butter on Sept. 3, featuring Thomas Keller, world-renowned chef. More than 200 outdoor billboards will be posted statewide to highlight butter facts, cooking tips and recipes from celebrity chefs.
–Jane Irene Kelly