17632: Got Multicultural? LERMA/ Wins Real California Milk.

MediaPost published unintentional Hispanic Heritage Month content by reporting LERMA/ gained AOR status for Real California Milk, the consumer-facing brand of the California Milk Advisory Board (CMAB).

LERMA/ once served as a Latino-focused advertising agency alongside The Richards Group, eventually breaking away on its own around the time Stan Richards left the building.

Here’s hoping Real California Milk comes with more than real California crumbs.

LERMA/ Named AOR For Real California Milk

By Steve McClellan

Dallas-based full-service agency, LERMA/ has been named agency of record for Real California Milk, the consumer-facing brand of the California Milk Advisory Board (CMAB), following a competitive review led by Mercer Island Group.  

The organization had previously worked with Deutsch LA for many years although it wasn’t immediately clear if that agency was still the incumbent when the review was called or if it participated in the review. 

The account encompasses creative, strategy, social, media, data and analytics, multicultural marketing and website responsibilities.  

LERMA/ is tasked with building greater meaning and relevance around the Real California Milk seal, with the goal of increasing consumer preference and purchase of seal-stamped dairy products at retail.  

“LERMA/ stood out from the beginning for the passion they brought to our business and their understanding of the opportunity ahead,” said Adrienne Daniels, Executive Vice President, Marketing at the CMAB. “Beyond the strength of the creative thinking, we felt an immediate cultural fit with the team.”  

The first work from the partnership is expected to launch in January 2027.  

The CMAB represents California dairy farmers, and its mission is to promote demand for milk and other dairy products made in the state. That’s a separate organization from the California Milk Processor Board (CMPB) which represents the companies that pasteurize, bottle, and distribute liquid milk. Their iconic “Got Milk?” campaign was created by Goodby Silverstein & Partners in the 1990’s. CMPB and Goodby parted ways in 2017 after 25 years.