“BLOCK JAMS” VOLUME TWO - Tillamook | Clapboard Ad Archive

Tillamook’s BLOCK JAMS Volume Two, developed by 72andSunny and produced in partnership with Lobo for the Food & Drink market, remixes the conventions of summer product launches by transforming cheddar cheese slices into the driving muse for a sun-soaked, parody music album, activating both flavor fandom and cultural resonance in equal measure. This campaign inserts the Tillamook brand squarely into the intersection of lifestyle marketing and creative entertainment, leveraging the playful premise of a bespoke album — complete with original earworm tracks like Waves of Flavor and Cheese By The Slice — to position its signature cheddar not just as a snack, but as creative inspiration for memorable, music-fuelled moments. The tactic embodies what Clapboard’s taxonomy classifies as FORMAT#12—Parody or Borrowed Format, borrowing the recognizable architecture of album drops, influencer previews, and summer anthems to reframe dairy as a source of joy and cultural cachet. By enlisting musicians and social creators such as cartervailmusic, rappingchef, and graceorsomething to co-create content and amplify across digital channels, the work extends its audience beyond traditional shoppers, connecting with younger, entertainment-seeking consumers invested in both authenticity and fun. Shrewdly, the decision to withhold the Block Jams album from stores heightens the campaign’s creative world-building while driving attention back to where it matters — shelves stocked with the actual Tillamook slices. In a market where competitors routinely lean on claims of heritage or health, Tillamook’s approach outflanks category clichés by delivering a cross-medium experience rooted in both flavor and lifestyle, and by using scarcity and cultural storytelling to convert engagement into intent. High viewership and consistent social interaction reflect the campaign’s ability to fuse entertainment, influencer power, and product desirability into a single branded moment, building community and differentiating Tillamook amid crowded dairy aisles. Clapboard rates this 77/100. By parodying the energy of summer music launches and embedding product cues within culturally literate content, Tillamook demonstrates that even deeply established food brands can shape new relevance by playing with format and tone.