Tillamook had been on shelves in Texas for years with no advertising support. The economy slowed and sales fell into decline. We needed to persuade moms to buy a funny-sounding cheese from Oregon that cost considerably more than their usual cheese.

We sent two Oregon farmers to experience the unique things about Texas, and offer Texans something unique from Oregon. The tour included 500+ stops at stores, restaurants, and events. Media launched in Texas Monthly saying “hello,” followed by broadcast, digital, and social.

Sales increased 52% immediately following launch. The increase held at 35% after paid media ceased. The results in Texas led to recreating the campaign for California, a more mature market, where sales increased 37% following launch, and held at 22% after paid media ceased.