Introducing new consumers to a brand – as well as turning them into loyal consumers – sometimes is difficult. Reaching consumers within several key brand markets is another challenge. Tillamook Cheese wanted a program that would get consumers cooking with its product, and get them using it in a different way than just slicing off a piece of cheese and placing it atop a cracker.
Develop a marketing campaign that reached thousands of consumers in Tillamook Cheese’s key markets, spurred product trial and placed Tillamook Cheese in the media, all on limited budgets.
CFM researched previous trademarked macaroni and cheese contests that other companies may have created and found none. A Macaroni and Cheese Recipe Contest was recommended to increase awareness of Tillamook Cheese, spur product trials and garner media coverage in the brand’s key markets. The first Tillamook Macaroni and Cheese Recipe Contest was held in 2005. It featured regional cook-offs in key markets in the Western U.S., and the grand finale cook-off was held in Portland, Oregon.
Events held in four cities generated hundreds of recipe entries and millions of media impressions, in addition to personal relationships developed with recipe finalists, key media and contacts in important sales regions. CFM expanded the contest on behalf of Tillamook Cheese for 2006, staging cook-offs in San Francisco, CA, Tillamook, OR, Seattle, WA, Pasadena, CA, Chicago, IL, Denver, CO, Phoenix, AZ, and Dallas, TX.