Tillamook® Cheese had an opportunity that comes once every 100 years – the chance to celebrate a century as a farmer-owned co-operative, providing high-quality dairy products to consumers. CFM helped Tillamook take advantage of the yearlong opportunity, leveraging its 100th Anniversary, by communicating key brand messages as well as engaging the community.
Operating during the economic slowdown of 2009, the challenge was to create a series of events and stay within a limited budget. There also was the challenge of managing relationships with multiple stakeholders and ensuring 100th anniversary messaging remained consistent throughout events and traditional and social media outreach.
CFM developed a comprehensive public relations program. It centered on: 1) four interactive community events; 2) traditional and social media outreach; 3) a community relations component; and, 4) a partnership with the Portland television station, KGW-TV (NBC). All events appealed to adults as well as children, in areas with high foot traffic. This included a special “Tillamook Cheese Day” event in “Portland’s Living Room,” (Pioneer Courthouse Square), that served as the capstone of the year’s events.
CFM’s tactics created lasting impressions for consumers. Thousands of local consumers attended community events and shared overwhelmingly positive feedback and personal stories about the brand. Large-scale events positioned Tillamook’s anniversary as newsworthy, garnering coverage in most of Tillamook’s target markets. The value of the coverage was equivalent to $664,002 in advertising.