The simple beauty of a pat of butter melting on a baked potato brings to life a new integrated advertising campaign from the California Milk Advisory Board (CMAB) that celebrates the real food and real people behind California dairy.

The "Return to Real" campaign, which launched last week, embraces the consumer movement back to minimally processed, uncomplicated foods while celebrating the hardworking California dairy farmers responsible for the milk that makes dairy foods so special.

Produced by Deutsch LA, the campaign includes four national, 30-second TV spots featuring favorite foods made extra special by real California dairy products, including a baked potato, grilled cheese sandwiches, smoothies and pizza.

Each dramatic, appetizing food scene is interrupted by a real California dairy farmer humbly taking credit for the milk that made that food possible. From third-generation Fresno producer Johnny Verwey to second-generation Galt farmer Peter Van Warmerdam, these real farmers are part of the more than 1,400 dairy families that make California the number one dairy state.

"The shift from sassy California cows to the food and the farmers marks a change in direction for Real California Milk that really reflects the focus consumers are putting on real wholesome foods and the people who bring them to the table," says John Talbot, CEO of the CMAB.

In addition to the 30-second spots, a two-minute long online video tells the story behind the seal; digital banner ads will reach consumers; and a robust social media and public relations strategy will engage consumers in the conversation about California milk and dairy products. The Return to Real commercials can be viewed online. PD

—From California Milk Advisory Board news release