Henry V Events

Bringing Tasty Cheese to the People

Tillamook Cheese has 50 percent market share in its home state of Oregon, but wanted to spread the ‘loaf’ around the nation to grow the business.

The Challenge:
Tillamook Cheese, made by the Tillamook County Creamery Association in Oregon, is the best-selling natural cheese brand in the West. However, many people nationwide have not experienced Tillamook’s cheddar products. Tillamook believes people will become passionate fans once they taste their delicious cheddar. Put simply, Tillamook wanted to put cheese in people’s mouths.

The Solution:
Henry V helped create and manage the Loaf Love Tour, a multi-state experiential tasting tour to bring tasty cheese to the people! Specifically, Tillamook sought to share product samples, recipes, coupons and encourage people to join the official Tillamook Fan Club. Any increase in consumer demand could help Tillamook broaden distribution and boost market share nationally. Through 750 events in 100 cities in nine states Tillamook aimed to reach more than 1 million mainstream consumers, grocery shoppers and cheese lovers.

The Results:
Results of the tour, in progress through the end of 2010, include:

• More than 1,000 face-to-face customer interactions per day
• Distributed more than 1,000 discount product coupons per day
• More than 200 new Facebook fan signups each day
• Several grocery stores have reported cheese sellouts during the tour