The California Milk Processor Board plans to appeal to Hispanic consumers through its “Mucho Mas Que Leche” (More than Just Milk) campaign.

“It is much more multifaceted than anything we’ve done before in the Hispanic market,” Steve James, executive director of the California Milk Processor Board, told Marketing Daily. “... with the very high awareness of ‘Got Milk’ combined with the fast-growing Hispanic population, which over-indexes on consumption of milk, we felt we could afford to shift media dollars to the Hispanic side.”

The campaign touts the nutritional benefits of milk, Marketing Daily reports.

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Source: California Milk Processor Board