The California Milk Advisory Board (CMAB) has chosen Signal Theory as its retail marketing agency of record to lead retail and consumer promotion initiatives following a competitive review. The partnership aims to enhance visibility and sales of Real California Milk dairy products across U.S. retail channels.
“Signal Theory demonstrated a deep understanding of both consumer behavior and the complex dynamics of retail marketing,” said Lizzie Werber, Senior Marketing Manager at CMAB. “As we look to 2025 and beyond, Signal Theory’s food marketing expertise, behavioral science approach and proven track record with commodity boards made them the perfect fit for CMAB.”
Signal Theory will develop and execute comprehensive retail programs, including tentpole promotions, retailer-specific shopper marketing activations, new product launches and e-commerce initiatives across retail media networks. The agency’s scope encompasses strategic planning, creative development, program execution and performance reporting.
“California dairy represents more than just products on a shelf – it represents the dedication of over a thousand dairy farmers and their commitment to quality nutrition and sustainability,” said John January, co-CEO of Signal Theory. “We will prioritize helping tell that story while creating meaningful connections between consumers and Real California Milk dairy products at the point of purchase.”
The partnership builds on Signal Theory’s extensive experience in food marketing and agricultural promotion, joining a roster of clients that spans the entire food value chain. The agency will begin work with CMAB in 2025, collaborating with its interagency team to drive retail growth and consumer engagement nationwide.
About Real California Milk/California Milk Advisory Board
The California Milk Advisory Board (CMAB), an instrumentality of the California Department of Food and Agriculture, is funded by the state’s dairy farm families who lead the nation in sustainable dairy farming practices. With a vision to nourish the world with the wholesome goodness of Real California Milk, the CMAB’s programs focus on increasing demand for California’s sustainable dairy products in the state, across the U.S. and around the world. Connect with the CMAB at RealCaliforniaMilk.com, Facebook, YouTube, Tik Tok, Instagram, X and Pinterest.
