The California Milk Advisory Board (CMAB) has collaborated with Deutsch to launch a new campaign 'Return to Real', marking a new focus in the company's marketing strategy from the previous Happy Cows campaign.

Using real California dairy farmers, the campaign includes four TV spots, an interactive long form online video, digital banners and a robust social strategy. The spots capture the romancing of food (shot by DP, Kramer Morgenthau using a phantom camera) and focuses on different products made from milk (cheese, yogurt and butter) and represented by the Real California Milk seal.