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|Articles - February 2013|
|Monday, January 28, 2013|
Page 2 of 4
The creamery has long been a household name in the Northwest with reams of loyal fans who wouldn’t think of melting anything but Tillamook cheddar on their grilled cheese. But outside the region, even though its products are available in all 50 states, the brand is still a relative stranger. That’s something that Criteser and the TCCA are working to change.
“It’s interesting to be a part of a company that is so well-known in some communities and so unknown in others,” Criteser says, adding that it’s challenging for Tillamook to break the hold that brands like Kraft have on retail shelf space elsewhere in the country.
Before Criteser arrived — after former CEO Harold Strunk stepped down in June — Tillamook was already well into an expanded, multiyear, multimillion-dollar marketing campaign that’s working to expose the brand to new consumers. The campaign has included advertisements, a digital marketing and social media push — Tillamook dedicates five employees to digital marketing, and its Facebook page is liked by nearly 300,000 people — and the “Loaf Love Tour,” which has brand ambassadors visiting hundreds of cities in converted VW buses sharing Tillamook products.
Although the marketing efforts have hit multiple states, the main focus has been Texas, where response has been encouraging.
“As we move into different areas, we’re having to have a different conversation with consumers to introduce them to the product and the brand,” Criteser says. “Once we do that, we get a great response.”
Criteser says Tillamook will continue to work on expanding its reach. He also says there’s room to introduce existing fans to Tillamook products that might be new to them or to new offerings altogether.
Thursday, July 24, 2014
BY LINDA BAKER | OB EDITOR
Remember the naysayers? Those who called the South Waterfront aerial tram a boondoggle? Those who rejoiced at the massive sell off of luxury condos at the John Ross and Atwater Place?
Tuesday, August 19, 2014
BY TOM COX | OB BLOGGER
Tom Cox interviews Steve Balzac, author of "Organizational Psychology for Managers."
Wednesday, August 20, 2014
By Kim Moore | OB Editor
The 2015 survey launched this week. It is open to for-profit private and public companies that have at least 15 full- or part-time employees in Oregon.
Tuesday, August 26, 2014
BY JON BELL
Startup culture is all the rage. Is there a downside?
Thursday, August 28, 2014
OB Research Editor Kim Moore shares some pointers about the 100 Best Companies to Work For survey.
Tuesday, August 26, 2014
Strong public schools shore up the economy, survey respondents say. But local schools demonstrate lackluster performance.
Wednesday, August 27, 2014
Kim Ierian, President of Concorde Career Colleges, and Deborah Edward, Executive Director of Business for Culture & the Arts, share their recent reads.
|A Good Leap Forward|
|A Taste of Heaven|
|Fast Food Slows Down|
|Startup or Grow Up?|
|Tight and Loose|
|Scotland vote on independence begins|
|Artificial sweeteners may lead to diabetes|
|General Mills expects to save $100M|
|Sony predicts $2.14B loss|
|United Airlines offers $100K buyouts to flight attendants|
|Microsoft acquires popular game 'Minecraft'|
|Cognizant to buy TriZetto|
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