MODESTO, Calif. -- Retailers throughout California will soon be able to take advantage of a $10 million cheese campaign sponsored by the California Milk Advisory Board. Entitled "It's the Cheese!," the campaign includes point-of-sale materials and in-store promotions as well as six 30-second television commercials and billboard advertising. With this effort, CMAB aims to strengthen consumer preference for California-produced cheese. "We've been getting over-whelming response from ...

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