Summertime often means routines go by the wayside, placing more emphasis on easy-to-grab snacks throughout the day. That’s especially true for the afternoon slump, where most people reach for the convenience of chips, chocolate or candy. 

The California Milk Board wanted to show that dairy can play that game, too. But to steal consumers’ graze, we had to show that dairy isn’t just a breakfast food or cooking ingredient. Our ‘Snack For Real’ campaign uses nostalgia-inspired characters and type to remind people of the simplicity and wholesomeness of cheese, yogurt and other dairy products that not only satisfy cravings, but do so without the impending crash of less healthy options.