72andSunny Says ‘Goodbye Big Food. Hello Real Food.’ for Tillamook

72andSunny continues touting authenticity for Tillamook with its latest spot, “Goodbye Big Food. Hello Real Food.”

“Hey big food, we’ve had some good times,” opens the voiceover, coupled with a shot of spray cheese. “We’ve had some good times,” it goes on, “You were so colorful, so sweet.” Here the footage switches from shots of products like colorful ice cream cones and sugary breakfast cereal to an industrial assembly line. “But I’ve had enough of your artificial ingredients, enough quantity over quality.” It’s an effective transition, pivoting from the admitted appeal of certain mass-produced food items to the reality of their production. Another transition near the end of the spot moves the focus to Tillamook as a more wholesome and honest alternative, with some food porn shots of the brand’s cheese and ice cream, as well as a look at the dairy farmers (and cows) that make the brand’s products. It’s definitely a step up from last summer’s “Un-American Cheese,” which pictured Abraham Lincoln, riding a bear and deriding an orange slice of American cheese in a single plastic package. The spot made its debut during the Academy Awards last Sunday, supported by a social media element.

“Part of the ‘Dairy Done Right’ story is showing people where food isn’t done right,” 72andSunny founder and CEO John Boiler told LBB. “These films are an important chapter in Tillamook’s fight for real food and we thought they deserved to be shared during a big cultural moment like The Academy Awards.”

“The values and ethics of our farmer-owners have been driving the success of the Tillamook brand and company for 107 years,” added Tillamook vice president, marketing, John Russell. “We believe it’s important that, at a time when people are starting to ask more and more questions about who is making their food and where it comes from, that we share these values much more loudly than we ever have in the past.”

Credits:

Creative Agency: 72andSunny
CCO: Glenn Cole
CD: Jason Ambrose
Strategist: Anneliese Rapp, (Social) Tricia Teschke
GCD: Barton Corley, Gui Borchert
CEO: John Boiler
Executive Producer: Danielle Tarris
Designer: (Lead) Will Lindberg, Jessica Lasher
Business Affairs: (Manager) Cecilia Harvey
Chief Strategy Officer: Matt Jarvis
Head Strategist: Kelly Schoeffel
Senior Producer: Nick Miller
Data & Analytics : (Strategist) Laura Colvin
Production Manager: (Production Coordinator) Kristin Batalucci
Business Coordinator: Michelle Fink
Writer: (Lead) Dylan Berg, Sebastian Lyman
Brand Manager: Laura Hoffman
Brand Coordinator: Andrew Wood
Brand Director: Ryan Griffin, (Group) Yen Lovgren-Ho & Josh Jefferis

Production Company: Believe Media
Producer: Oualid Mouaness
Executive Producer: Ben Leiser, Liz Silver, Luke Thornton
DOP: Jeanne Vienne, Joe Zizzo
Director: Floria Sigismondi
Head of Production: Vitaly Koshman

Post Production/VFX
VFX: The Mission
VFX Supervisor: Joey Brattesani, (Coordinator) Kristina Thoegersen
Producer: Ryan Meredith
Managing Director: Michael Pardee
Flame: (Lead) Joey Brattesani
Executive Producer: Ellen Turner
Designer: (Graphic) Laura Panella

Offline
Edit Company: Lost Planet Editorial
Producer: Tim Kirkpatrick
Executive Producer: Gary Ward
Editor: Jay Rabinowitz/Chris Kursel
Assistant Editor: Jason Hinkley/Carmen Hu

Music and Sound
Sound Mix: Stephen Dickson @ 740 Sound, John Bolen @ Formosa
Sound Design: Chris Pinkston @ 740 Sound
Song: “Gammagoat”
Producer: (Sound Design) Jeff Martin @ 740 Sound
Music Production: Rob Dennler and Katy Davidson @ Marmoset
Executive Producer: Scott Ganary, (Mix) Dawn Redmann (740 Sound), Lauren Cascio (Formosa)
Composer: Graham Barton