Real California Milk has selected LERMA/ as its agency of record following a competitive review managed by Mercer Island Group.

The full-service agency will oversee creative, strategy, social, media, data and analytics, multicultural marketing and website responsibilities.

Its brief centres on strengthening the meaning and relevance of the Real California Milk seal, encouraging shoppers to choose dairy products carrying the certification.

“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 partnership’s first campaign is expected to debut in January 2027.

CMAB previously maintained a longstanding relationship with Deutsch LA. However, it was not immediately clear whether Deutsch remained the incumbent when the review began or participated in the selection process.

Representing California’s dairy farmers, CMAB works to increase demand for milk and other dairy products produced in the state.

The board is distinct from the California Milk Processor Board (CMPB), which represents businesses responsible for processing, bottling and distributing liquid milk. CMPB is associated with the “Got Milk?” campaign, developed by Goodby Silverstein & Partners in the 1990s. The organisation and agency ended their 25-year partnership in 2017.