Dairy brand Tillamook is taking on "Big Food," with a campaign that positions it as a the wholesome, authentic alternative to artificial colors, flavorings and mass-production.

The effort kicked off with a spot shot by top director Floria Sigismondi of Believe Media that broke during the Academy Awards. The film opens on images of garishly-colored processed food; orange cheese coming out of a can, multi-colored breakfast cereal, processed cheese slices and so on. We also see clips of factory production lines as the narrator bids farewell to "Big Food" and its artificial ingredients. Then, the processed food is torched, exploded and disposed of as the film goes on to position Tillamook as the"real food" alternative. There's footage of farmers, cows and the great outdoors as the voiceover lauds the brand's integrity, co-op model and "naturally aged cheddar, made by a real craftsman."

Tillamook and 72andSunny are also releasing a series of fun social videos that repeat the "Goodbye Big Food, Hello Real Food" message. The films see various icky-looking processed food items, such as nachos, a milkshake, a cheeseburger and a frozen dessert, being destroyed in somewhat amusing ways in favor of a "real food" alternative.

John Boiler, Founder and CEO of 72andSunny, said in a statement: "Part of the 'Dairy Done Right' story is showing people where food isn't done right. These films are an important chapter in Tillamook's fight for real food and we thought they deserved to be shared during a big cultural moment like The Academy Awards."