Tillamook

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

SITUATION

Tillamook was expanding its range of products in an effort to grow sales from $500 million to $1 billion. They had 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 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.

SOLUTION

I and my team drafted off their reputation as cheesemakers and let 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. Media launched in Texas Monthly saying “hello,” followed by broadcast, digital, and social.

IMPACT

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. The brand relaunch was embraced immediately by consumers. Sales spiked the first month and new packaging and advertising hit the marketplace and has steadily grown across all product categories since. Within 36 months revenues had increased 60%, surpassing $800 million.