Tillamook Cheese Factory's transition

| Print |  Email
Articles - February 2013
Monday, January 28, 2013

 

0213 Tillamook 03
Like many small communities, Tillamook has seen better days. But Mayor Suzanne Weber is hopeful that the city can work with local businesses, including TCCA, to revitalize the town.
// Photo by Sierra Breshears

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.

 



 

Comments   

 
Guest
-1 #1 one who loves your cheeseGuest 2015-01-08 00:20:21
Your cheese is tasting different and I've eaten your cheese for 40 years or as long as you have been there. It isn't the same. It is tasteless,it is a different color, the sharp I bought as a gift for me at Xmas was not the same sharp I have had. It breaks my heart. Are you using GMO'S now in your process? It is not good cheese now. Im very hurt and disappointed. What's going on. Everyone in my family has noticed it. Thank you for listening. Joy Martin of Everett WA.
Quote | Report to administrator
 

More Articles

Oregon Business expands events portfolio

The Latest
Friday, March 27, 2015
htctfacebookBY OB STAFF

New events series brings magazine to life.


Read more...

5 questions about the FLIR FX

The Latest
Wednesday, April 08, 2015
FLIR-FX-IndoorBY JACOB PALMER | DIGITAL NEWS EDITOR

The Wilsonville-based company is targeting GoPro enthusiasts with its latest release. Is spy gear poised to go mainstream?


Read more...

The ancient fish that stops bullets

The Latest
Friday, May 08, 2015
hagfishthumbBY CHRIS NOBLE | PHOTOS BY JASON E. KAPLAN

Hagfish may not have evolved much over the last 300 million years, but their protein-heavy slime promises advances in super-materials.


Read more...

Emperor of the Sea

April 2015
Friday, March 27, 2015
BY COURTNEY SHERWOOD | Photos by Jason E. Kaplan

Pacific Seafood, one of the world’s largest processors, is rebranding as a more transparent and consumer-friendly operation. A controversial CEO and monopoly accusations from coastal fishermen complicate the tale.


Read more...

Downtime with the executive director of Greater Portland Inc.

April 2015
Thursday, March 26, 2015

Janet LaBar, Executive director, Greater Portland Inc.


Read more...

6 highlights from the Craft Brewers Conference

The Latest
Friday, April 17, 2015
thumbcbcPHOTOS BY  JASON E. KAPLAN

The 32nd annual CBC attracted a record number of attendees (11,000)  to the Oregon Convention Center.


Read more...

Car Talk

April 2015
Thursday, March 26, 2015
BY LINDA BAKER

Everyone knows cell phones and driving are a lethal combination. The risk is especially high for teenage drivers, whose delusions of immortality pose such a threat to us all. Enforcement alas, remains feeble; more promising are pedagogical approaches aimed at getting people to focus on the road, not their devices.


Read more...
Oregon Business magazinetitle-sponsored-links-02
SPONSORED LINKS