Tillamook has been a leading dairy brand in the American West since 1909, and it has a long tradition of craftsmanship in cheese, ice cream, and other dairy staples. But it needed to grow beyond that core product set and positioning in order to boost the company’s trajectory and succeed in markets beyond its geographic stronghold.
The company engaged New Markets to understand the “jobs to be done” of dairy consumers in a range of markets, pinpointing new opportunities in both product innovation as well as brand strategy. We looked across consumer types and usage occasions to understand when and why dairy products were being chosen, and when they might be appropriate but did not compete due to a variety of constraints. We also delved into what defines a dairy brand and how consumers’ priorities around food can translate to these specific product categories. Research techniques included smartphone-based video ethnography, small group interviews, and a quantitative survey.
Tillamook has since emphasized the farmstyle craftmanship behind its products, accentuating the fact that it does not take shortcuts in product aging or fool consumers through common tactics such as whipping excessive air into ice cream. It also has an exciting portfolio of products in the works.