I'd like to offer a quick thank you to Ipsos Marketing for hosting the fourth annual Knowledge Summit at the Museum of Flight on Tuesday, May 18th. This year, the focus was on post-recession consumers and the changing marketplace dynamics between buyers and sellers. As part of the presentation, Tillamook Cheese, maker of the #1 selling natural cheese in the Northwest and a client of Ipsos, was invited to share its brand story...Loaf Love. The story sounds all too familiar, a great local product that tastes great and everyone loves, but without greater public awareness outside of the Northwest.
Enter the "Loaf Love Campaign," giving the marketing outreach the WOW factor that Tillamook was looking for. Through research conducted by Ipsos, Tillamook realized that if consumers tasted their cheese, they loved it, bought it and raved about it to others. So Tillamook decided to take this vital information to the consumer; the company took its cheese on the road.
The campaign was a three pronged effort, combining the expertise of PR firm Bread & Butter, advertising agency Leopold Ketel and event firm Henry V Events. The strategy: inspire consumers outside of the Northwest to taste the cheese, become fans and purchase it in their local stores. To prepare each new location, traditional print, outdoor and online banner ads were used for a two week period before the road show moved in for taste samplings close to grocery outlets. Other tactics included social media, Facebook fan pages, a Road Show specific website, YouTube videos and plenty of PR.
Tillamook made sure they would not go unnoticed; they converted three VW Love Bugs to mini Tillamook Loafs, painting them the same Pantone orange to match the cheese. These very different vehicles were loaded into decorated trailers and moved from city to city with a grand entrance. To add one more key element, Tillamook used the word Loaf in place of Love with lines such as, "All you need is Loaf," "Loaf thy Neighbor" and more.
The results of this campaign (it is just 4 months old) have been outstanding. There are now nearly 45,000 fans on Facebook, a fan club and true interaction with new fans on YouTube and Flickr adding their own photos and videos! Check out the website and have some fun, and find out when the Loaf Love Tour is coming to your neighborhood!
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