Tillamook Launches New Brand Campaign 'Extraordinary Dairy'

Tillamook, together with partner agency Leo Burnett, is introducing a new brand campaign that encourages consumers not to settle for anything less than extraordinary.

"Extraordinary Dairy" is the creamery's latest effort at challenging the industry status quo, elevating its reputation as a high-quality dairy brand. 

In the campaign's main 30-second spot, the narrator, voiced by Josh Gad, explains how being owned by dairy farmers pushes them to make dairy that's above and beyond "just good enough." 

"You make dairy so good, it makes everything better," he says.

The commercial then spotlights Tillamook's wide product offerings through a montage of mouthwatering food shots:

• Vanilla Bean ice cream on a slice of pie
• Mexican 4 Cheese on a bed of nachos
• Cream Cheese paired with a bagel

"We don't just make dairy. We make extraordinary dairy," Gad exclaims, as the ad ends.

Joining the main spot are several short adverts that hero each "extraordinary" offering and how they're best enjoyed.

Leo Burnet President and CCO Britt Nolan praised Gad, who is known for his voice work in "Frozen" as Olaf and the "Angry Birds Movie" as Chuck, for adding a special touch to the ads.

"Adding Josh Gad as the voice talent elevated the childlike wonder and whimsical energy we were after," Nolan revealed.

The Big Refresh

Becoming a West Coast cult favorite and a household staple, Tillamook has made its mark in the dairy industry over the past years. 

Kate Boltin, VP of marketing at Tillamook's parent company TCCA, explains that it was time for the brand to revamp its look and strategy.

"It was time for us to refresh our advertising in a big way, and that’s exactly what we aim to do with this campaign  — put our truly extraordinary dairy products in a national spotlight with a new campaign that is sure to delight," Boltin shared.

"The Tillamook team has such a wholesome enthusiasm for dairy and we really wanted to make sure that came across in the creative. We leaned into the brand’s personality to convey what it is that truly sets them apart from the other brands in the dairy aisle,” Nolan added.

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Editing by Katherine 'Makkie' Maclang