Tillamook cheese was always going to be fighting for market share with one hand tied behind its back.
That’s because while the name “Tillamook”, for some, conjures up thoughts of cheese or ice-cream, to others it means Tillamook beef jerky, which has no links with the dairy brand apart from sharing the same home town.
And for many people, Tillamook is simply a small town on the Oregon coast.
Promoting the name “Tillamook” in its search-based marketing therefore presented a challenging task for the cheese brand.
But that was not Tillamook’s only obstacle as it sought to boost sales and...