72andSunny launched a simple and direct campaign for 106-year-old Tillamook Dairy, entitled “Dairy Done Right.”
The campaign, which spans television, print and digital is designed to promote the dairy’s commitment to quality and transparency. In the broadcast and online spots, Tillamook products are shown against a minimalist background underscoring the brand’s “no tricks” approach. Each spot contains a simple message, delivered via text, related to Tillamook’s quality. The messages range from the titular “Farmer’s Not Shareholders” to the genuineness of their products in “Cheese Product” and the rBST-bashing “Dairy With Standards Not Artificial Growth Hormones.” Beyond the obvious messages delivered, the implicit message is that, while big brand competitors rely on gimicks and trickery, Tillamook just stands behind the quality of its products.