Tillamook: Hatchet

New Platform Via 72andSunny Gives Consumers Say in Company's Decisions

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For 106 years, Tillamook has been a farmer-owned co-op, but now, the company is giving consumers ownership of its dairy products with the launch of the Tillamook Co-Op. Conceived by 72andSunny, it's an online community that allows Tillamook customers to be involved the company's product decisions, gain access to board meetings, vote on company decisions, submit new product ideas and attend exclusive food-related events.

The Co-Op also allows its members to participate in a microloan program that gives each member $5 to loan to independent sustainable farming entrepreneurs. The program is powered by KivaZip.

To promote the Co-Op 72andSunny created a series of image-driven spots and print ads that introduce a new angle to typical food porn-style shots. Cheese, ice cream, yogurt, a grilled cheese sandwich and berries are shot in minimalist heroic positions, punked by the appearance of a fist, pitchfork, chainsaw and a hatchet to highlight the simplicity and quality of Tillamook ingredients. A throbbing, aggressive soundtrack adds to the drama. See print images from the campaign here. All the work directs viewers to the Co-Op at Tillamook.com/coop. The agency created the ads in-house at the 72andSunny Studio.

The latest effort is part of Tillamook "Dairy Done Right" campaign designed to promote transparency and innovation and highlight how the company is powered by real farmers, not shareholders.

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Apr 07, 2015
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