The Loaf Love Tour

Tillamook cheese was nationwide, but the love for Tillamook’s brand was only in the Northwest. So we teamed up with Henry V Events and launched a road tour to personally introduce its tasty cheese and quirky personality to new markets. Inspired by its beloved rectangular shaped “Baby Loaf,” we created three custom-built, loaf-shaped miniature VW buses to deliver free cheese and and a fun loaf-themed online experience for fans to engage with and share their newfound loaf love. Within a year, we gained 550,000 new customers, grew sales by 7.6% during the tour and secured a lasting 4% market share growth in the cities visited.