Tillamook Sets Out to Be Bigger Cheese

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Tillamook Sets Out to Be Bigger Cheese

02/09/2011

In its bid to become one of the United States’ top natural dairy brands, the Tillamook County Creamery Association (TCCA) has unveiled an ambitious multimillion-dollar marketing campaign. Encompassing online, on-air, on-pack and on-the-road components, the initiative aims to make the farmer-owned cooperative a household name.

“It’s rare that a brand in the dairy aisle fuels such passion, but Tillamook is an exception, a brand built in the Pacific Northwest on farmer care and more than a century of fan love,” noted John Russell, senior director of marketing for the Oregon-based association, which was formed in 1909.“With consumer interest in natural products and companies with authentic heritage growing, it’s a perfect time to give the brand a marketing jolt to bring energy and enthusiasm to something that’s been there for more than 100 years.”

Chief among the campaign’s features is a new best-in-class website, www.Tillamook.com. Created by Los Angeles-based Hello Design, the site replaces multiple websites with a cohesive online brand experience. Among the items visitors will encounter are:

  • Original “Tillamook Kitchen” videos starring chefs preparing fun but easy dishes
  • A unique “Tillamook Time” recipe function that automatically highlights breakfast, lunch or dinner recipes based on time of day, so that users can find appropriate meal ideas
  • An interactive “Cheese IQ” trivia game giving participants chances to win free cheese each time they play;
  • A community section with a new “Loaf Life” blog offering information on Tillamook, product news and brand insight courtesy of Tillamook employees and partners
  • Dynamic content featuring real Tillamook employees and inviting the brand’s more than 100,000 Facebook fans join in the fun
  • Robust cross-referencing of recipes and products

For the second straight year, Tillamook has taken its show on the road with custom vintage VW “Baby Loaf” buses offering samples of its award-winning cheese as part of a national sampling program, The Loaf Love Tour, which will visit hundreds of U.S. cities. This spring, Tillamook’s largest cheese TV advertising campaign, created by Minneapolis-based mono advertising, will make its debut, while on store shelves, a refreshed logo will honor the association’s heritage as a farmer-owned cooperative. Further, an internal team of social media experts is facilitating fan engagement as agencies in Los Angeles and Portland, Ore., support national, local and trade media relations.