Tillamook Partnership for Creamier Ice Cream | Clapboard

Partnership For Creamier Ice Cream

In May 2022, Tillamook launched an experiential and integrated media campaign in the United States titled Partnership For Creamier Ice Cream, created by DPM Projects and Sockeye. This campaign centers on Tillamook County Creamery Association’s commitment to delivering ice cream with more cream and better ingredients, reinforcing its position as the brand behind the creamiest ice cream on the market. At the heart of the campaign is actress, comedian, and author Jenny Slate, who leads the charge in engaging consumers at the pivotal moment in the ice cream aisle — inviting those who have yet to choose Tillamook to experience the extra creamy difference. With the Partnership for Creamier Ice Cream (PCIC) initiative, originally founded in 2021 and revived for the summer, the campaign amplifies a mission to share and celebrate creamier ice cream across the nation. Through a fresh digital advertising push spanning connected TV, digital video, social media, search, and out-of-home channels, Jenny Slate and fellow PCIC members humorously encourage sharing and enjoying Tillamook’s rich, creamy flavors, including new additions like the buttery, slightly salty Butter Pecan, alongside classics such as Old-Fashioned Vanilla, Cookies & Cream, Oregon Strawberry, and Tillamook Mudslide. Tillamook’s use of rBST-free milk and absence of artificial flavors or preservatives highlight its authentic quality and transparency. Creative leadership from Sockeye’s Executive Creative Director Tim Sproul underscores the synergy between a product advantage and a compelling brand personality, resulting in a campaign that resonates deeply with ice cream enthusiasts and cultivates a broader fan base eager to scoop and share creamier ice cream just like Jenny. Consumers are encouraged to join the movement at ScoopCreamier.com, embracing the shared joy of indulgence and quality that defines the Tillamook experience.

Credits

Client

Tillamook

Agency

Sockeye, DPM Projects

Chief Creative Officer

Peter Metz

Executive Creative Director

Tim Sproul

Creative Director

David Neham

Art Director

Abby Hogue, Zo Barazzuol, Steve Cousins

Copywriters

Tim Sproul, Andrew Dickson, David Neham, Kathy Hepinstall

Crew

Katie Cronin

Chief Executive Officer

Andy Fraser

Production House

DPM Projects

Director

Candice Vernon

Producer

Adina Birnbaum, Kesshann Cortez

Cinematographer

Joe Meade

The campaign for Tillamook’s Partnership for Creamier Ice Cream centers on the brand’s promise of delivering richer, creamier ice cream made with higher cream content and quality ingredients than typical industry standards. By emphasizing the superior texture and taste of Tillamook’s offerings—sourced from rBST-free milk and free from artificial additives—the campaign reinforces Tillamook’s positioning as a premium, authentic ice cream choice. The inclusion of new flavor additions like Butter Pecan highlights ongoing innovation within this quality framework, while the heritage aspect underscores longstanding product excellence. Strategically, the campaign leverages the cultural and emotional appeal of ice cream as a shared, pleasurable experience. It uses the relatable figure of Jenny Slate, a comedian and actress known for her approachable humor, to personify the brand’s mission to convert hesitant consumers into devoted fans of creamier ice cream. This creative angle plays on a consumer divide observed in the ice cream aisle between those who prioritize creaminess and those who do not, targeting the latter with humorous, engaging content to encourage trial and behavioral shift. The integrated media approach—spanning connected TV, digital video, social, search, and out-of-home channels—ensures broad reach and relevance across platforms where the target demographic seeks entertainment and product inspiration. By combining product authenticity with personality-driven storytelling, the campaign aims to deepen brand affinity and drive preference for Tillamook’s premium ice cream portfolio.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign is squarely built around Jenny Slate, a well-known actress and comedian, who serves as the leading figure of the “Partnership for Creamier Ice Cream.” Rather than telling a traditional story with a problem-solution arc or relying on product demonstrations, the campaign leverages Slate’s recognizable personality and humor as an ongoing spokesperson. The intent is brand recall and engagement through her celebrity status, as reinforced by language like “stars in a new digital campaign” and the push to “share like Jenny.” Her recurring role as the face and champion of creamier ice cream embodies this classic celebrity-driven device. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Ben & Jerry’s – Market Positioning Ben & Jerry’s is positioned as a socially conscious premium ice cream brand known for its creatively named, rich flavors, and commitment to ethical sourcing and environmental activism. The brand leverages its strong values-driven messaging to appeal to socially aware consumers, emphasizing high-quality, all-natural ingredients and unique, indulgent flavor combinations. 2. Häagen-Dazs – Market Positioning Häagen-Dazs positions itself as a luxury ice cream brand focusing on pure, simple, and high-quality ingredients. Their marketing highlights craftsmanship, indulgence, and sophistication, aiming to attract consumers seeking an upscale, premium ice cream experience with classic and elegant flavors. 3. Blue Bell – Market Positioning Blue Bell appeals primarily to traditional, family-oriented consumers, emphasizing authentic, homemade recipes and Southern heritage. The brand is positioned as a trusted, nostalgic choice offering comforting, familiar flavors with a focus on quality and community roots. 4. Tillamook – Market Positioning Tillamook differentiates itself through its commitment to extra creamy texture made from milk with more cream than industry standards, all-natural ingredients, and rBST-free milk. The brand focuses on authentic craftsmanship rooted in a cooperative dairy heritage, targeting consumers who value premium, richer ice cream experiences. 5. Talenti Gelato – Market Positioning Talenti Gelato is positioned as a premium gelato and sorbet brand prioritizing authenticity, transparency, and artisanal production methods. It appeals to health-conscious and adventurous consumers seeking creamy, naturally flavored, and elegant frozen desserts with a Mediterranean flair.

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