Tillamook - Block Jams Campaign
The target audience for this campaign includes younger consumers who are active on social media, particularly TikTok users and music enthusiasts. It also appeals to food lovers and those interested in unique, playful marketing approaches.
Core Theme of the Campaign -
The campaign creatively merges the worlds of music and food, making cheddar cheese the centerpiece of a musical experience. By using TikTok creators and launching during major events, Tillamook effectively taps into contemporary pop culture trends to reach a broader audience.
About the
Campaign -
The Tillamook "Block Jams" campaign is a creative marketing initiative by Tillamook, a renowned dairy co-op. It features a unique album inspired by their cheddar cheese, combining music and dairy in a fun, engaging way. The campaign includes tracks from TikTok creators, with the release timed to coincide with major events like the Grammys and the Super Bowl.
Formula applied by the Campaign to elicit customer action -
The highlight of the "Block Jams" campaign is its innovative use of music to promote cheese. The campaign released a cheddar-inspired album featuring tracks from popular TikTok creators, tying the promotion to high-profile events such as the Grammys, which boosted its visibility and engagement.
A Look at the Campaign
Campaign Concept: Tillamook created an album inspired by their cheddar cheese, featuring music tracks from TikTok influencers.
Launch Timing: The campaign was strategically launched around major events like the Grammys to maximize visibility.
Media Channels: It used a mix of connected TV, digital video, social media, and out-of-home advertising.
Creative Approach: The campaign combined music and food in a playful, engaging way, highlighting Tillamook's cheese in an unexpected context.
Engagement: By collaborating with popular social media figures, the campaign reached a wide audience and encouraged interaction through music and cheese.
Event Integration: The use of high-profile events like the Grammys helped Tillamook tap into a large, relevant audience.
Content Variety: The campaign included various formats such as music tracks, digital ads, and social media posts to engage different audience segments.
Brand Alignment: It reinforced Tillamook’s brand identity as a fun and innovative dairy producer.