New spanish TV spots expand appeal of California’s loveable talking cows

Modesto, CA--(HISPANIC PR WIRE)--October 3, 2005--Some happy California dairy cows are visiting South Texas this fall to tout the merits of California cheese. Not only can these cows talk, but they do so in both Spanish and English.

The cows are part of a humorous award-winning television advertising campaign created by the California Milk Advisory Board (CMAB), which is informing cheese-lovers across the country that “Great Cheese Comes From Happy Cows. Happy Cows Come From California.” Or for Spanish-speaking viewers, “El Buen Queso Viene de Vacas Contentas. Las Vacas Contentas Viven en California.” The campaign lets the cows tell the story directly because, after all, they believe it’s their milk that makes California cheese taste great.

The Happy Cow commercials will begin airing throughout South Texas this October as part of a $2.3 million promotional campaign and will call attention to the fact that Real California Cheese has become available in San Antonio, Austin, Corpus Christi, Laredo and the Harlingen, McAllen, Brownsville area. The CMAB is introducing California cheese in South

Texas not only to expand nationwide distribution but also to reach out to Texas’ large population of Hispanic consumers. Texas is serving as a test market for the new Spanish-language commercials.

“We tested the Spanish campaign in Houston recently, and the area’s Spanish-speaking consumers loved it so well, we decided to expand the campaign to South Texas,” said Michael Freeman, Vice President of Advertising for the California Milk Advisory Board.

“The Spanish-language campaign is a completely new advertising approach for the CMAB,” said Freeman. “When ‘transcreating’ the English ads into Spanish, we found that the humor in the ads truly transcends language and cultural differences – a rare occurrence in advertising,” he added.

As part of the South Texas launch, a dozen English-language and seven Spanish-language commercials will air. One ad, entitled "Snooze," features two Happy Cows that use the barnyard rooster as an alarm clock – complete with “snooze” button. In another commercial, "Breakout," Midwestern cows standing in a snow blizzard admire their cohort for breaking out and heading to sunny California.

The CMAB will also run a series of billboards in the region that continues the “Happy Cows” theme. The billboards depict several cows standing in such a way that their black spots form humorous messages – a happy face, a heart and the word “joy.” Additionally, the promotional campaign will include retail, foodservice and pizza restaurant promotions.

California – The Nation’s Dairy State
California has been the nation’s leading milk producer since 1993 and is the second-largest cheese producer. Today, California makes one out of every five pounds of cheese produced in the U.S. Much of the cheese produced in California carries the Real California
Cheese Seal on the package, which assures consumers that they are getting natural cheese, made in California exclusively from California milk.

The California Milk Advisory Board (CMAB) is an instrumentality of the California Department of Food and Agriculture funded by the state’s more than 2,100 dairy families. Established in 1969, the CMAB is headquartered in Modesto, California and is one of the largest commodity boards in the United States. Under the dairy umbrella, the CMAB executes generic advertising, publicity, retail and food service promotions and research programs on behalf of California dairy products, including Real California Cheese.

California is one of the country’s leading cheese producers. Since 2001, California’s cow’s milk cheesemakers have won more awards in total than any other state at the prestigious annual American Cheese Society judging. For more information on California cheeses, visit http://www.RealCaliforniaCheese.com.

An instrumentality of the Department of Food & Agriculture, State of California

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