Real California Milk Takes to the Grammys with a Cheesy Ode to California

Deutsch LA and the California Milk Advisory Board– the dream team that brought you the epic, first of its kind dairy dispensary, is returning for a new partnership. And with music at the core, what better way to debut it to the world than the Grammys? The track premiered with a 60-second music video on Sunday, April 3rd during the California broadcast of the 64th Grammy Awards, giving viewers a taste of California Freestyle in every sense.

The organisation known for bringing delicious flavors to life with high-quality California dairy products and creative advertising execution is launching a new musically driven campaign called “California Freestyle”. As part of their new Live in the Golden State positioning, the California Milk Advisory Board (aka: Real California Milk) is dropping a new Latin Pop single of the same name with a one-of-a-kind cheese record. California Dairy has never sounded better.

In collaboration with creative agency Deutsch LA, Real California Milk is inviting dairy fans to join them at the intersection of great California music and delicious dairy with the creation of the first-ever record made from a real wheel of Real California cheese.

'California Freestyle', the new single– available on Spotify and Apple Music, featuring the California-based Latina artist CRYS is more than just a melodic ode to California dairy. Making the work bilingual is a more inclusive and modern way to unify audiences that’s reflective of California culture'

"For the campaign, we initially considered developing unique work in both English and in Spanish but decided creating a single, bilingual campaign is a more inclusive and modern way to unify audiences and is more reflective of true California culture," shared Deutsch LA's Trevor Kuhn.

The ‘Cali Freestyle’ single and campaign capture the importance of CMAB appealing to a diverse consumer base which has the desire to explore new foods and different cuisines, enjoy the thrill of being creative in the kitchen, is made up of a largely Hispanic base (40% of Hispanic descent), and focuses on food – not just for functional reasons, but for emotional reasons. Food serving as a connecting point for family and friends, living at the center of entertainment, acting as a vehicle for exploration and creativity, and helping to stay connected to their roots.

“To Live in the Golden State is an active, cultural experience, both physical and emotional, where we embrace everything that makes this state so special and we nourish ourselves with delicious, comforting food made with Real California Milk,” said John Talbot, CEO of the California Milk Advisory Board. “California Freestyle is more than a song, it’s a visual celebration of diverse people, individuality, iconic destinations, and food. It’s the rich and vibrant lifestyle and mindset of living in the Golden State.”

Showcasing the rich and vibrant mindset of living in the Golden State, the music video follows CRYS throughout various California locations; honoring more than just the rich musical sounds, but the people, culture, and locally produced foods (made with Real California Milk dairy products) — enjoyed throughout the state.

The single “California Freestyle” is available on all major music streaming platforms, with a curated album design by Deutsch LA that showcases the vibrant colors of California with a nod toward iconic Golden State graphics.