The Loaf Love Tour

Tillamook cheese was available nationwide, but outside the Northwest, it was just another cheese on the shelf. Partnering with Henry V Events, we launched a national road tour to change that. Inspired by their beloved “Baby Loaf,” we created an immersive, loaf-themed experience with custom-built mini VW buses and a website for fans to engage and share their newfound loaf love. Year one garnered 550,000 new customers, boosted sales by 7.6% and drove 4% market share growth in every city visited.