iDeutsch LA Shakes Up Milk Site

iDeutsch LA, a California-based i-shop, last week unveiled a new Web site for the California Milk Advisory Board in conjunction with an integrated marketing effort launched by Deutsch LA last October. Deutsch LA’s campaign has centered on a series of “Happy Cows” commercials featuring California dairy cows demonstrating how living in the Golden State makes for great cheese.

The corresponding Web site, with its e-commerce component, follows an online magazine format with recipes updated monthly, coupons and screen savers. Other highlights include an interactive cheese, wine and fruit pairing tool, video on how cheese is made and links to California cheesemaker sites.

“Web sites for food products are often a challenge to make interesting,” said George Pe nner, senior vp and director of iDeutsch LA. “We aimed to raise the bar by offering an enriched, tangible online experience.i

Consumers will be directed to the site through a variety of general advertising efforts, including print ads highlighting different kinds of cheeses and the new Web address. Additionally, radio ads will call out the address, while in June CMAB and Deutsch will launch a high-traffic outdoor campaign in Los Angeles and San Francisco, which will also promote the site’s URL.