Tillamook Dairy Ups Its Marketing Strategy

Tillamook, the Oregon farmer-owned dairy cooperative, has tapped 72andSunny to head strategy and brand development.

"We have an extremely aggressive growth plan for the next five years," said John Russell, senior director of marketing at Tillamook. "72andSunny will get us to where we want to go, given the kind of work they’ve done for Target, Starbucks and Samsung."

Russell, who worked with 72andSunny CEO John Boiler when the two were at Wieden + Kennedy, said Tillamook would increase its past media spending by 60-70 percent. According to Kantar Media, Tillamook spent just under $3 million in media last year, although Russell said non-measured media like shopper marketing was a high-priority for the company as well.

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