Happy Cows TV Ads and Billboards Star in Promotional Campaign

(September 10, 2007) The California Milk Advisory Board (CMAB) is launching a promotional campaign in Oklahoma City and Tulsa to introduce Real California Cheese. The major promotional initiative tells consumers that many of the 250 varieties and styles of California cow's milk cheeses are now widely available in Tulsa and Oklahoma City supermarkets and specialty food stores including Wal-Mart, Buy For Less, Williams, United, Crest Foods, Homeland and Reasor's. The campaign launch includes TV, radio and billboard advertising.

Coinciding with the Tulsa and Oklahoma City kick-off, television commercials from the award-winning Happy Cows series will debut on local networks in October, all humorously suggesting California cheese tastes great because it's made with milk from California's Happy Cows. One commercial, "Earthquake," is a tongue-in-cheek take on California's seismic activity featuring the Happy Cows enjoying a foot massage on the rumbling ground during an earthquake. In another commercial, "Blizzard," a cow has a flashback of being stuck in a snow blizzard and is clearly traumatized by her past experience before coming to California.

In addition, the CMAB will also run a series of radio and billboard ads in Tulsa and Oklahoma City that continues the Happy Cow theme. The billboards feature headshots of Happy Cows Janice, Diane and Sadie, along with checklists of personal favorites which reflect their relaxing California lifestyles. For example, Janice's list indicates she enjoys sunshine and fresh air, but does not like alarm clocks.

California - The Nation's Dairy State
California is the nation's leading milk producer and also produces more butter, ice cream, yogurt and nonfat dry milk than any other state. The state is the second-largest producer of cheese and is home to more than 50 cheesemakers who produce 250 varieties and styles. For more information on California cheese, visit www.RealCaliforniaCheese.com.