The Single-Minded Proposition

"No bull. Just cow." People want honestly. They don't enjoy being lied to and they want to know what's going on in the world and how it affects their daily life. The problem we faced was that people don't know the truth about the dairy they're consuming. Most Americans are guilty of consuming "lazy dairy." Even if they purchased organic vegetables and meats, they usually skimped on higher quality milk and other dairy products. To solve this problem, we focused our campaign on showing consumers that Tillamook products are honest because the farmer families that produce their products are just as honest.

Goals

In 2015, 72andSunny took over Tillamook's campaign and began the fight against big food with their "Dairy Done Right" campaign. They emphasized the importance of real food- food with integrity, made with honest ingredients, labels you can pronounce, and great taste. Fast forward to 2017. Tillamook wanted a cultural activation. They wanted to take a cultural microphone to their unique brand point of view and get people to understand why they're different and worth the extra cost- they're farmer owned and farmer led. Our job was to wake people up to farmers as the real champions of real food.

Our "No bull, just cow" campaign focused on showing people that Tillamook is an honest and trustworthy brand they can bring home to their families because Tillamook farmers don't mess around with fake ingredients and preservatives- they only use the best and the freshest. It consisted of getting families involved on social media, bold influencers like Chrissy Teigen visiting the farms and livestreaming their visits, creating public installations, and launching an in-store augmented reality execution.