Tillamook

Brand Strategy / Art Direction / Film & Broadcast / Branded Content / Digital / OOH / Print / Website / Social

SITUATION

Tillamook was expanding their range of products as part of a 5-year plan to double their sales. They invested in a refreshed logo and new packaging across hundreds of SKUs and were poised to relaunch the brand as a family of premium dairy products. At the same time, Tillamook had been on shelves in Texas for years with no advertising support, the economy had slowed, and sales were in decline. It was against this backdrop that we were asked to persuade moms to buy a funny-sounding cheese from Oregon that was considerably more expensive than their usual cheese.

SOLUTION

We focused on Tillamook’s reputation as award-winning cheesemakers, letting consumers know the same standards that go into Tillamook’s World Champion cheese go into every product they make. Whether it’s yogurt, ice cream, sour cream, or butter, Tillamook tastes better because it’s made better. We also 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. Sales in Texas increased 52% immediately following the 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.