TILLAMOOK
BUTTERNAISE
THE ASK
Americans love grilled cheese. And everyone’s got their own way of doing it right. Is it butter or mayo on the outside? The debate was getting some heat online. Tillamook saw it as a chance to show up in a way only they could.
For their fall brand activation, Tillamook set out to celebrate to take on the conversation that divided sandwich lovers. They needed to create a breakthrough moment that would deepen their relationship with dairy enthusiasts and earn media attention. And with that, the campaign around a bold new spread – Butternaise – began.
our RESPONSE
We made sure everyone knew that it was only Tillamook who could settle the grilled cheese debate. The campaign rolled out in three phases: first, a Los Angeles Grilled Cheese Fest where Tillamook chefs taught attendees how to craft the perfect sandwich. Butternaise was the secret (unnamed) ingredient featured in recipes, making influencers and the media want to know more.
Tillamook continued to fire up social conversations about grilled cheese preferences, hinting that the solution was on its way. Finally, an exclusive New York media preview unveiled Butternaise ahead of its official November 3rd launch on National Sandwich Day. The partnership with Kewpie Mayo strengthened its culinary credibility, blending real craft with playful cultural humor in a way only Tillamook could deliver. And transforming Butternaise from a curiosity into a viral success.
the RESULTS
2,528
placements
9.24B
Impressions
2 Minutes
