Tillamook uses social media to inform TV, e-mail campaign

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Ice cream brand Tillamook is conducting a multichannel campaign to promote its products. The campaign includes e-mail and social media elements that will launch in July. Leopold Ketel & Partners worked on the TV elements, with the rest of the effort created internally.

The e-mail component will feature one of the brand's fans, her favorite ice cream flavor and the story of why she loves the brand. Tillamook will also use e-mail to introduce its newest limited-edition flavor, Grandma's Cake Batter, for the summer ice cream season.

The Tillamook County Creamery Association ran a casting call to give consumers the chance to be in the brand's TV campaign for Tillamook Ice Cream. The effort, called “What's your favorite Tillamook Ice Cream flavor?” invited Facebook fans and residents of Portland, OR, where the company is based, to submit stories about why they love the ice cream brand.

“We realized that we had such a vocal and highly engaged audience in social media, and so we thought it would be great to tap this audience for our TV campaign,” said Gillian Kennedy, digital marketing manager at Tillamook. “Turning towards our customers was a natural choice.”

Kennedy said that the campaign targets 24- to 54-year-old mothers and “super-parents who care about what their families are eating.”

Tillamook is also planning a coupon campaign for next month, but its dates have not yet been finalized.

The company will also post a bloopers outtake reel from the ice cream shoot online. The entire push will run through the end of the year.

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