The California Milk Processor Board’s newest installment of the “Food Loves Milk” campaign is a heartbreaker, but in a good way.
The San Clemente-based agency, which promotes consumption of milk, launched a series of a half-dozen “love stories,” seven-second videos featuring a glass of milk on dates with different suitors. It goes on a picnic with a taco, on a boat ride with a slice of pizza, a movie date with a chicken wing, and a park outing with a chocolate chip cookie. The different scenarios suggest milk pairs well with both sweet and savory foods.
“Emotions play a big role in the way we enjoy our food,” Executive Director Steve James said in a statement. “Whether it’s the itch to try something new, an unexpected flavor that surprises your palate or wanting to share your latest pairing discovery with the world, we realized that enjoying food is a lot like dating, love and relationships. And naturally a glass of milk is the perfect companion for your next meal discovery—it just makes everything taste better.”
The campaign also includes a 30-second compilation of the vignettes; print ads displayed at supermarkets across California; and a social media push by several influencers sharing “their own love stories and romantic meal ideas that incorporate milk.”
San Francisco-based Goodby Silverstein & Partners, the board’s agency of record since the early 1990s, developed the campaign.
Taco Time
Taco Bell Corp. will mark National Taco Day by hosting a five-course meal for several lucky fans on Oct. 4 at its test kitchen in Irvine. The “exclusive feast” follows the Sept. 25 release of “Glen and The Magic Taco,” a short animated holiday special that featured El Cruncho, a Santa-like, taco-shaped character. El Cruncho flies around the world in his truck on Oct. 4, delivering tacos to those that ring the “taco bell.”
“With calendars now awash in every manner of ‘hashtag holiday,’ we know that National Taco Day stands apart, and we want to help our fans embrace the true holiday spirit with an array of new traditions,” Chief Marketing Officer Marisa Thalberg said in a statement.
Taco Bell has more than 7,000 restaurants, including 300 locations in 26 countries outside of the U.S. It generates more than $9 billion in annual sales and is the largest restaurant chain based in Orange County, with 2,000 local employees.
Snowboarding Spotlight
Two iconic OC-based brands are kicking off the winter season with full-length snowboard films.
Quiksilver sponsored “Depth Perception,” a movie starring the brand’s snowboarders, Travis Rice, Bryan Fox, Austen Sweetin, and Roxy’s Robin Van Gyn.
“Set in the transfixing layers of [British Columbia’s] temperate forest, the furthest inland rainforest in the world, ‘Depth Perception’ returns to the roots of snowboarding and portrays the unique connection each rider shares with nature,” according to the brand, which is part of Boardriders Inc. in Huntington Beach.
The movie will premiere on Oct. 16 in Bozeman, Mont., and arrive in Newport Beach on Nov. 8
Vans Inc. in Costa Mesa sponsored “Landline,” which “documents the raw talents and eclectic personalities of its snowboard team—Pat Moore, Mark Landvik, Hana Beaman, Jamie Lynn, Arthur Longo, Cheryl Maas, Markus Keller, Wolle Nyvelt, Phil Jacques, Darrell Mathes, Jake Kuzyk, Zac Marben, Dan Liedahl, Dillon Ojo, Mike Ravelson and Blake Paul—as they travel “all over the world.” Watch for it in January.
Bits & Pieces
Rauxa, a Costa Mesa-based tech-driven marketing agency, partnered with video content shop Cats on the Roof in Culver City on a series of 30-second spots for its new client, grandPad Inc. in Orange. The videos show seniors using tablets to chat with family members and share content. … Mitsubishi Motors North America Inc. in Cypress is seeking to hire a public relations manager to replace Alex Fedorak, who parted ways with the company in May. … VonZipper in Irvine—part of a roster of brands under the Billabong USA umbrella—hired Michael Marckx for the role of global general manager.
