For Tillamook’s 110th birthday on February 13th, we wanted to throw one hell of a party for their very first, most-beloved product – Cheddar.
We soon realized that Cheddar didn’t have a national holiday of its own.
We found this unacceptable.
We drafted a petition to the National Day Registrar to devote Tillamook’s big day to an even bigger day – the first-ever National Cheddar Day.
Of the 18k submissions, National Cheddar Day was chosen and officially set for 2/13.
The party was on.
First off, we had to announce to the world that #NationalCheddarDay exists to rally the
We did this the only way that made sense – by hand-carving the holiday declaration into a giant,
40lb block of solid Tillamook Cheddar.
Is it really a party without a piñata? Of course not, so we enlisted the help of a premier piñata-maker in
Los Angeles to make giant replicas of our cheddar loaves.
We then dropped a reminder that #NationalCheddarDay was approaching.
To celebrate the big day, we had something special planned. In honor of the first-ever National Cheddar Day, we would give away a TON of cheddar. Literally.
1,000 2lb loaves of Tillamook Cheddar in 5 markets across the country.
On the day of, we unleashed the cheddar in Los Angeles, Denver, Dallas, Atlanta, and DC.
We partnered with a delivery service Fooji through Twitter. All people had to do was Tweet “#NationalCheddarDay + 🧀” and they were able to have 2lbs of cheese delivered to them in under a hour.
More giant piñata’s filled with 10 lbs of shredded cheese, please.
We also helped Tillamook create a brand ambassador program just in time for National Cheddar Day,
with nearly 70% of Tillamook fans reached out to opting in.
With our arsenal of ambassadors and network of influencers at the ready, we sent out a little something to get them ready for the big day – a custom kit with 2lbs of Tillamook Cheddar inside.
Between our ambassadors and our fans, the first-ever National Cheddar Day was a huge, cheesy success. We reached 373 million earned impressions, 28 million paid impressions, 97K engagement,
and over 11.7K used hashtags.