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TILLAMOOK THE TILLAMOOK CO-OP JAY CHIAT 2016: PRODUCT/SERVICE CREATION

Transcript of THE TILLAMOOK CO-OP TILLAMOOK - Home Page - 4A's · SUMMARY JAY CHIAT AWARDS ... we’ve begun to...

TILLAMOOK THE TILLAMOOK CO-OPJAY CHIAT 2016: PRODUCT/SERVICE CREATION

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SUMMARY

JAY CHIAT AWARDS | 2016

HELLO FROM TILLAMOOK, ORTillamook is a farmer-owned dairy cooperative from the Pacific Northwest. In 2015, they set out to scale their business across the West by winning over Millennial food lovers.

Young foodies today have a deep passion for all things delicious. And they don’t just want to eat food, they want to be part of the change happening in it. Yet big food corporations don’t let them have a say in the products they eat.

We recognized that our opportunity to win over food lovers was in Tillamook’s DNA: they’re a cooperative not corporation. So our strategy was to expand the cooperative and invite people into our company.

The idea: The Tillamook Co-op. A first-of-its-kind community of dairy lovers that gives them access to and influence in our company–and the food industry at large. Members could help make company decisions, learn about the food industry, share their voices, and even support food entrepreneurs.

By inviting them in, we’ve begun to win the hearts and minds of young foodies across the West.

TILLAMOOK IS ON A MISSION TO RAISE STANDARDS IN DAIRY

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SITUATION

JAY CHIAT AWARDS | 2016

Tillamook is an independent dairy cooperative from Tillamook County, Oregon. Their beloved cheese, yogurt and ice cream have earned them a cult-like following in the Pac Northwest.

In 2015, Tillamook was ready for a new chapter, and set out to scale their business across the West by winning the hearts and minds of Millennial food lovers. To achieve this, they embarked on an aggressive mission to make their products more real, simplifying recipes by removing artificial hormones, ingredients and coloring.

As part of expansion, we relaunched Tillamook as Dairy Done Right–a champion for real food.

YOUNG FOODIES DON’T JUST WANT TO EAT FOOD, THEY WANT TO BE PART OF CHANGING THE INDUSTRY

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INSIGHT

JAY CHIAT AWARDS | 2016

The generation of Lunchables, neon cereal and purple ketchup have matured into passionate foodies.

From celeb chefs to #foodporn and farm-to-table, they’re electrified by the energy around food today and want to impact its future. 88% even say they would pay more for food that actually lived up to their demands.

But right now, 80% of Millennials think food corporations don’t disclose enough about their process and products, keeping them on the outside looking in.

Source: Hartman 2014 U.S. Grocery Shopper Trends, (January 2014)Mintel, The Millennial Impact: Food Shopping Decisions, (2015)

TILLAMOOK ISN’T A CORPORATION, IT’S A FARMER COOPERATIVE

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OPPORTUNITY

JAY CHIAT AWARDS | 2016

It struck us that Tillamook was the antithesis of the big food industrial complex. They’re a century-old cooperative, owned by 91 farmer families.

As a cooperative model, they’re in the business of welcoming people who share their passion and values to join them–be that by giving farm tours and having glass walls into our cheese-making facility.

INVITE YOUNG FOODIES INTO OUR COOPERATIVE

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STRATEGY

JAY CHIAT AWARDS | 2016

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IDEA

JAY CHIAT AWARDS | 2016

THE TILLAMOOK CO-OP:A COMMUNITY SHAPING OUR COMPANY AND THE FOOD INDUSTRY

BUILD THE COMMUNITY ON FOUR ACTION PILLARS

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HOW IT WORKS

JAY CHIAT AWARDS | 2016

To create community and impact, The Tillamook Co-op empowered food lovers to LEARN, ACT, ADVOCATE and COMMUNE.

All four pillars of the platform were designed to:Foster a tribe of engaged fansBuild a deeper relationship between fans and TillamookCreate real impact in the food industry

ARM MEMBERS WITH KNOWLEDGE ABOUT TILLAMOOK, DAIRY AND THE FOOD INDUSTRY

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LEARN

JAY CHIAT AWARDS | 2016

To educate members about issues facing the food industry, we created a multimedia magazine with videos, features and how-to’s.

Tillamook farmer Wendy shared the challenges and pleasures of farm life in a video that follows her day. Young farmer advocate Sophie gave an interview about how to support the next gen of farmers. And forager Pascal offered tips and tricks on how to find wild food.

LET MEMBERS INFLUENCE BUSINESS DECISIONS, BIG AND SMALL

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ACT

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Through the site, members can influence what we do as a company–like voting on the next delicious product line.

To date, members have made over 1,000 suggestions and cast over 23K votes. And with their help we recently launched a product made by The Tillamook Co-op, super-premium pints, and have twomore in development.

GIVE MEMBERS WAYS TO SUPPORT RELEVANT FOOD BUSINESSES

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ADVOCATE

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We partnered with leading micro-lending platform Kiva to give members a $5 credit to invest with a food entrepreneur of their choice. Once funded, members can follow their business’ journey, get exclusive access to product, and even meet the entrepreneur.

The Tillamook Co-op has funded over 40 businesses. Some examples include Delighted By’s healthy dessert hummus, and The Cookie Department’s healthy cookies already featured in Fast Company.

GATHER TO HEAR AND BE HEARD

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COMMUNE

JAY CHIAT AWARDS | 2016

The Tillamook Co-op also hosts events so members can deepen their knowledge of food by meeting chefs, farmers, makers, and one another.

We hosted over 300 this year, culminating with our Annual Member Meeting. We invited members out to the farm for a day of discussing the future of Tillamook and breaking bread with other foodies–including our CEO Patrick Criteser!

CREATE A VIRTUOUS CYCLE OF RECRUITMENT AND ENGAGEMENT

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COMMUNICATIONS STRATEGY

JAY CHIAT AWARDS | 2016

Our communications had two jobs: fire up foodies to join The Tillamook Co-op, and keep them coming back. To do it right, we had to create a virtuous cycle that would fuel both.

So we tagged our brand campaign with “Join the Co-Op” CTAs. And rallied food influencers as well as our crazy passionate Tillamook super fans to stoke sign ups.

To keep members engaged with the platform we used editorial emails and social posts to celebrate accomplishments and give members a heads up of what was coming down the pike.

BY EXPANDING OUR COOPERATIVE, WE EXPANDED OUR GROWTH

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RESULTS

JAY CHIAT AWARDS | 2016

The Tillamook Co-op brought young foodies across the West into the Tillamook brand by offering them access and influence.

It made the Tillamook brand stand out to these food lovers. 85% said The Tillamook Co-op made them think differently of Tillamook and consider it more “innovative”, “exciting” and “fun”. 81% said it made them like Tillamook even more.

This helped make a huge dent in Tillamook’s 5-year business goal, growing sales by 42% across their three key categories. By inviting people into our cooperative through The Tillamook Co-op, we’ve begun to win the West.

Source: Tracker: Pre-Post wave. (2015); IRI Multi-Outlet, (period ending 2015).