California Milk Advisory Board Selects Agency of Record
The dairy organization has appointed Dallas-based LERMA/ to lead its future marketing efforts for the Real California Milk brand.
Updated on Oct. 15, 2026 in Advertising
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The California Milk Advisory Board has officially named LERMA/ as its new agency of record. The Dallas-based firm was selected following a competitive review process led by the Mercer Island Group.
Why it matters
The board represents California dairy farmers and aims to increase consumer preference for products featuring the Real California Milk seal. LERMA/ will focus on building brand relevance around this certification.
The board concluded a formal competitive review process to select its new partner. The agency transition follows a historical 25-year partnership between the California Milk Processor Board and Goodby Silverstein & Partners that ended in 2017.
The players
California Milk Advisory Board
This organization represents the interests of dairy farmers across California and manages the Real California Milk brand.
LERMA/
Based in Dallas, this full-service agency specializes in creating marketing campaigns for diverse brands.
Mercer Island Group
This consulting firm specializes in leading competitive agency review and selection processes for national brands.
The details
LERMA/ is a full-service agency tasked with modernizing the marketing approach for the Real California Milk seal. The partnership is designed to strengthen the connection between consumers and state dairy farmers.
Timeline
The 1990s saw the creation of the Got Milk campaign.
The partnership between the California Milk Processor Board and Goodby Silverstein & Partners ended in 2017.
The first work from the LERMA/ partnership is scheduled to launch in January 2027.
Market Landscape
This move signals a strategic shift in how the state agricultural sector approaches brand positioning in a competitive dairy market. The appointment marks a departure from the historical advertising legacy established by the Got Milk campaign.
Consumers can expect to see updated marketing and promotional messaging surrounding dairy products with the Real California Milk seal in the coming years. This shift in advertising direction aims to influence grocery purchasing decisions for households across the state.
The takeaway
The selection of a new agency of record reflects an ongoing effort to maintain the relevance of California dairy in a crowded consumer marketplace. Readers should watch for new campaigns starting in 2027 to see how the industry adapts its messaging to reach modern shoppers.
What happens next
The first marketing campaigns under the new agency of record partnership are scheduled for release in January 2027.
Further reading
For more on industry trends, see the Advertising section.
Live Poll
Do you pay attention to product seals when deciding which dairy items to purchase?
