"You can't say it's fresher, or tastes different or is better in any way. but we need to differentiate ourselves." Best brief ever. We made it about how great California is. The cows must be happier right? A local commodity became a global brand. The case study is taught in 75% of all business school MBA programs . We did eight years of tv, radio, print and digital. As well as films featuring real producers. These are my favorites.