Tillamook Takes Down Wimpy Shredded-Cheese Brands in Sassy New Campaign

If you're not buying Tillamook's shredded cheese from the grocery store you're doing something wrong, a new brand campaign promoting its farmstyle-cut cheese suggests. The work from 72andSunny follows up on the agency's previous "Dairy Done Right" campaign, which emphasized Tillamook's quality versus some of its big competitors. This latest wave of ads follows a similar format—deliciously melty shots of cheese-filled foods on a stark black background. The new spots take a different tone, though, by calling out competitors for their sad excuses for shredded cheese. [kickout id="1"] "For too long, consumers have been on autopilot in the shredded cheese aisle, accepting whatever stringy option was put in front of them," John Russell, vp of marketing for Tillamook, said in a statement. "We wanted to blow up the category, so we took our same award-winning cheese and decided to shred it in a whole new way." To do that, 72andSunny came up with a new push for the brand, including broadcast, print, out-of-home work and a series of digital executions. One GIF designed for social channels compares a competitor's wimpy piece of shredded cheese to Tillamook's hearty slice—the side-by-side comparison works well because it is significantly larger. "This was a really fun brief," said JC Abbruzzi, creative director at 72andSunny. "From the first moment we saw the product, we knew it was a game changer. These shreds of cheese look so much bigger and better, and made any other shred of cheese look pretty silly in comparison. We wanted the campaign to be simple, bold and provocative—just like the product itself." 72andSunny also created a clever digital banner ad, done in the style of a ping pong game. When users come across the banner, they'll use a hunky shred of Tillamook cheese to play a game of ping pong aganist a teeny-tiny competitor. [kickout id="2"] [kickout id="3"] CREDITS Client: Tillamook Chief Executive Officer: Patrick Criteser VP, Marketing: John Russell Integrated Marketing Manager: Gillian Kennedy Advertising Lead: Stephanie Montoya Digital Marketing Supervisor: Laura Schatz 72andSunny Team Group Creative Director: Gui Borchert Creative Director: JC Abbruzzi Sr. Designer: Ryan Dols Sr. Writer: Jack Lagomarsino Group Strategy Director: John Graham Strategy Director: Cat Wilson Sr. Strategist: Anneliese Rapp Sr. Social Strategist: Tricia Teschke Data Strategist: Erica Shieh Social Strategist: Kristin Barker Managing Director: Chris Kay Brand Director: Philip Schaffer Sr. Brand Manager: Laura Hoffman Brand Manager: Everette Cooke Brand Coordinator: Andrew Wood Group Production Director: Miranda Kendrick Film Producer: Skyler Courter Art Producer: Cameron Ford Sr. Interactive Producer: Celeste Jones Sr. Interactive Producer: Lindsay Mason Partnerships and Legal Director: Jana Nauman Partnerships and Legal Manager: Casey Brown FILM PRODUCTION CREDITS: Concrete + Clay Director: Peden + Munk Executive Producer: Carrie McLaren Scott Head of Production: Barrett Schultz Line Producer: John Nguyen Director of Photography: Florian Stadler EDITORIAL / FINISHING CREDITS: Rock Paper Scissors Executive Producer: Raná Martin Editorial Producer: Dina Ciccotello Editor: David Brodie Assistant Editor: Patrick Tuck A52 Executive Producer: Raná Martin Finishing Producer: Heather Johan, Jenny Bright Lead flame Artist: Dan Ellis MIX CREDITS: Beacon Executive Producer: Leslie DiLullo Producer: Kate Vadnais Mixer: Rommel Molino Assistant Mixer: Viviana Rojas Digital Credits: HECHO EN 72

Brand Marketing

Tillamook Takes Down Wimpy Shredded-Cheese Brands in Sassy New Campaign

72andSunny introduces farmstyle-cut cheddar

Katie Richards

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Katie Richards