KVO Reveals Both Sides Of Tillamook Creamery

Humorous Boards in Bay Area Join Staid Print Work Elsewhere
LOS ANGELES–Karakas, VanSickle, Ouellette Advertising & Public Relations is breaking a new campaign for Tillamook Creamery that will use print and outdoor ads depending on the target market.
The Portland, Ore., agency is planning to put up irreverent outdoor ads in the San Francisco area, while running more traditional magazine ads in more conservative areas such as Utah, Arizona and the Pacific Northwest.
The campaign promotes the aged cheddar cheese of Tillamook, Ore.-based Tillamook County Creamery Association. Ads will break over the next few weeks, backed by about $1 million in spending, said sources.
KVO’s outdoor ads, placed next to freeway choke points in the Bay Area, play off the frustration of motorists in traffic jams. “I am not just sitting here, I am waiting for the cheese,” reads one ad. Another jokes: “I am a block of cheese. The longer I sit here, the better I get.”
A magazine ad, which broke earlier this year and will run throughout the year, takes a more traditional approach. It calls Tillamook “the most patient place on Earth,” using such images as a photograph of Tillamook couple Greg and Elaine, who have been “happily engaged for 12 years.” Other images, all pinned to antiquated flowered wallpaper, include the cheese itself (with a note explaining its 15-month aging process) and the tagline: “Tillamook. What a perfect place for a dairy.”
The challenge was to spruce up a mature brand image, said KVO executives. The campaign was created by art director Marc Sobier and copywriter Doug Lowell.
Separately, KVO, which bought AKA Inc. Advertising & Sass in Portland last year, has formed a partnership with Agnew, Carter, McCarthy in Boston to handle a Web site project for Pawtucket, Rhode Island-based Hasbro as well as marketing assignments for Newton, Mass.-based Intranet. n