Tillamook
BROADCAST + EARNED MEDIA CAMPAIGN
Ahead of National Sandwich Day, Tillamook County Creamery wanted to tap into consumer insights to tell a delicious, data-driven story.
Partnering with Allison Worldwide, we ran a research-led campaign that revealed America’s grilled cheese sandwich preferences — sparking conversations and plenty of media appetite along the way.
What makes the ultimate grilled cheese sandwich?
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Using research to drive a multi-channel campaign
To mark November's National Sandwich Day, Tillamook, a farmer-owned cooperative of dairy producers, seized a timely media opportunity to celebrate the grilled cheese sandwich, a beloved American classic.
Together with their partner agency, Allison Worldwide, we co-ordinated a research-led campaign to find out how much Americans love the iconic sandwich, and what the ultimate grilled cheese looks like.
We conducted a Talker Research online poll of 5,000 Americans from across the U.S. to gauge their opinions on the big decisions that go into making the perfect sandwich: the best cheese combinations, the bread of choice, their preferred coating, whether they crust or not, and if triangle is the only way to cut!
By running a state-by-state survey, we were able to dig deeper into the data and reveal regional differences - ideal for telling a national story while also providing media outlets with a local angle. We were even able to crown one state the grilled cheese capital of the U.S. (Georgia, by the way)!
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Broadcast amplification and earned media coverage
Having collated and analyzed the research results, our team crafted and distributed a news story and “heat map” graphics to the media. We also co-ordinated an in-studio media tour to reach TV and radio broadcasters.
Executive chef Josh Archibald and cheese expert Jill Allen brought the story to life when they hit the airwaves — securing 20 interviews, hundreds of syndicated airings, and coverage in online and podcast format.
The broadcast interviews allowed hosts to delve deeper into the research findings with the guests, while also offering the opportunity for a live studio kitchen demonstration of the ultimate grilled cheese sandwich, showcasing Tillamook products.
The results of the campaign speak for themselves. The research-led story earned over 150 online mentions on national and regional news sites, and consumer publications, in addition to the extensive broadcast coverage achieved through the satellite media tour. See the coverage highlights and broadcast clip below, and read the original research-led news copy here.
Content that cuts through
Coverage highlights
We write people stories, not product promos.
Our research-led content is memorable and discoverable — boosting your visibility in search and the media alike. Creative storytelling. Proven results.
Campaign numbers
Visual assets
See more of our client coverage here.