National Cheddar Day + Super Bowl LVI

National Cheddar Day was founded by Tillamook as a day to honor cheddar cheese, Tillamook’s cheesemaking legacy. It’s celebrated on February 13th (the company's 110th anniversary) as a way to share their love of cheddar with other cheese lovers. In 2022, when the Super Bowl fell on February 13 (for the first time in NFL history), Tillamook saw an opportunity.

THE ASK: Super Bowl Sunday was already one of the biggest moments for Tillamook products of the year — think nachos, pizza, sliders, tacos, etc. Tillamook wanted to make the most of this fortuitous alignment of dates by dialing up the celebration by tailoring the campaign to each of their marketing channels. As the social AOR, my team was tasked with creating a social-first approach to the big “Cheddarbration”.

THE INSIGHT: To get traction on social, we couldn’t merely show the Cheddarbration, we needed to invite our audience to join the Cheddarbration.

THE APPROACH: We developed a social-specific campaign brief that ensured we were foundationally aligned with the traditional media (broadcast spots, OOH, etc) but had the flexibility to develop campaign content that could flex into socially-native territory. The result was a layer content plan consisting of branded, authentic, and inspirational content to meet our audience where there in their journey towards Tillamook fandom.

Team
Creative Director: Elissa Kevrekian
Art Directors: Sam Morales, Beckett Asselin
Photographer/Videographer: Key Higdon
Writer: Ryan Coons
Producer: Kate Adolphson
Strategy: Molly Jones