TILLAMOOK NCD 2021
During my time at Tillamook, I managed the visual direction of the marketing campaigns and how they looked cross-channels. This includes retail marketing, digital, crm, social, influencer, and paid media.
National Cheddar Day is Tillamook’s birthday and a holiday the brand founded in 2019. In 2021, our influencer marketing manager came to the design team with an open brief for an earned media stunt. That’s when the Cheddar Capsule was born, a curated selection of cheddar-themed items and 40lb block of cheddar that reflected the cultural moment of time , secluded on a couch during peak pandemic. I worked with local tie dyer to create cheddar colored tie dye sweats. I hired Portland Garment Factory to create the babyloaf bag, slice shorts, and squeaky curds dog toy.
We shot the final products in a cozy cheddar living room set and launched the products on the Tillamook e-comm site. Everything on the site sold out in 24 hours. The outcome was millions of earned impressions. From Food&Wine to InStyle covering the story, the brand showed up in unexpected spaces for a CPG brand.
Headlines
INSTYLE: Can You Give Me One Good Reason NOT to Buy This Cheese-Themed Tie-Dye Sweatshirt?
FOOD&WINE: Tillamook Is Selling 40-Pound Blocks of Cheddar Cheese Online
THRILLIST: Celebrate National Cheddar Day with This 40-Pound Block of Cheese
THE TAKEOUT: This purse from Tillamook holds all kinds of cheddar
DELISH: Tillamook Is Selling A 40-Pound Block Of Cheddar Cheese And We've Never Needed Anything More
TILLAMOOK NCD 2022
For the second year of National Cheddar Day, the team decided to lean all into cheddar based on the success of 2021. We made the whole celebration of the day through a campaign that stretched across film, stills, and another cheddar capsule. I led the visuals for this campaign and created the campaign visual center that helped define color, type, copy, design elements, and assets. I also briefed the partner agencies on the visual center and worked with them on the development of their assets.
Headlines
Ross Matthews wearing the cheddar party pants from the campaign on the Drew Barrymore Show. This placement was earned.
National Cheddar Day Visual Center
The Cheddarbration Landing Page
After briefing Haus, the digital AOR, on the look and feel for the campaign I worked with them on the execution of the site. From shoppable overlays on the film to content blocks, I was the creative partner to the Tillamook digital manger.
Cheddarbration Music Video
An ode to cheddar with a cheesy musical rendition from Kool & The Gang. We also styled in the cheddar capsule items into the film so we could create shoppable overlays on the music video.
Cheddarbration Merch Stills
To support the sale of the capsule of cheddar merch we hired Peggy Sirota to shoot the merch in action at a cheddar-themed party.
