AMERICAN CHEESE IS UN-AMERICAN
There's nothing American about "American Cheese". In fact, the Federal Drug Administration doesn't even allow companies like Kraft to label it as cheese. So we launched a campaign leading up to Fourth of July petitioning the White House to strip the American name from fake cheese, and for Americans to side with real, honest Tillamook cheddar. In the weeks that followed, thousands of people declared their independence from Un-American Cheese, and we sparked debate at a cultural moment that led to coverage in Mashable, Fast Company, Vice, Eater and more, totaling over 60 million earned media impressions.
It only took four weeks from conception to launch to produce a :30 broadcast spot and 12 days worth of social assets.
"American Cheese" is Un-American. Sign the White House petition to remove America's name from processed cheese at tillamook.com/UnAmerican-Cheese-Petition.
We used our social media channels to dive deeper on what really is lurking in a typical processed cheese slice.
“American Cheese” can contain over 10 ingredients, and that’s Un-American. This #4thOfJuly, choose real Tillamook...
Posted by Tillamook on Thursday, June 25, 2015
Listen to why “American Cheese” is Un-American (just try not to weep like our eagle). This #4thOfJuly, only choose real, Tillamook Cheddar Slices. Sign the White House petition to remove America’s name from processed cheese at bit.ly/UnAmerican
Posted by Tillamook on Monday, June 29, 2015
Competitors tried to react in social, and our loyal fans let them know how they felt.
GOODBYE BIG FOOD, HELLO REAL FOOD
In 2016, we took a big swing at Big Food. Launched during The Oscars and posted in real time on social platforms, we positioned Tillamook as the really delicious, farmer-owned answer to the conglomerate-run, mass-produced "food stuff" we've been sold.