Tillamook Attacks Icky, Artificial 'Big Food' in Oscars Spot

Floria Sigismondi Directs Launch Spot for Brand Campaign

Published On
Feb 26, 2016

Editor's Pick

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."


Feb 26, 2016
Brand :
Client :
Agency :
Director :
Floria Sigismondi
Production Company :
Believe Media
Editorial Company :
Lost Planet
Editor :
Jay Rabinowitz
Chief Executive Offier :
Patrick Critiser
Vice President, Marketing :
John Russell
Marketing Manager :
Gillian Kennedy
Advertising Coordinator :
Ashley Riggs
Founder and Chief Executive Offier :
John Boiler
Co-Founder and CCO :
Glenn Cole
Partner and Chief Strategy Officer :
Matt Jarvis
Group Creative Director :
Barton Corley
Group Creative Director :
Gui Borchert
Creative Director :
Jason Ambrose
Lead Designer :
Will Lindberg
Writer :
Dylan Berg
Designer :
Jessica Lasher
Writer :
Sebastian Lyman
Co-Head of Strategy :
Kelly Schoeffel
Strategist :
Anneliese Rapp
Social Strategist :
Tricia Teschke
Data Strategist :
Laura Colvin
Group Brand Director :
Yen Lovgren-Ho
Group Brand Director :
Josh Jefferis
Brand Director :
Ryan Griffin
Brand Manager :
Laura Hoffman
Brand Coordinator :
Andrew Wood
Executive Producer :
Danielle Tarris
Senior Producer :
Nick Miller
Production Coordinator :
Kristin Batalucci
Business Affairs Manager :
Cecilia Harvey
Business Affairs Coordinator :
Michelle Fink
Director, Photography :
Jeanne Vienne
Director, Photography :
Joe Zizzo
Executive Producer :
Ben Leiser
Executive Producer :
Liz Silver
Executive Producer :
Luke Thornton
Head of Production :
Vitaly Koshman
Producer :
Oualid Mouaness
Editor :
Chris Kursel
Assistant Editor :
Jason Hinkley
Assistant Editor :
Carmen Hu
Executive Producer :
Gary Ward
Producer :
Tim Kirkpatrick
Visual Effects/Finishing :
The Mission
Visual Effects Supervisor/Lead Flame Artist :
Joey Brattesani
Flame Artist :
Michael Vagliente
Flame Artist :
Colleen Smith
Flame Artist :
David Sarbell
Flame Artist :
Trent Shumway
Flame Artist :
Patrick Ferguson
Graphic Design :
Laura Panella
Visual Effects Producer :
Ryan Meredith
Visual Effects Coordinator :
Kristina Thoegersen
Chief Engineer :
Brian Cuscino
Head of Sales/Executive Producer :
Ellen Turner
Managing Director :
Michael Pardee
Sound Design :
740 Sound
Lead Sound Designer :
Chris Pinkston
Producer Assistant :
Scott Pinkston
Executive Producer :
Scott Ganary
Mixer :
Stephen Dickson
Sound Design :
Jeff Martin
Mix :
Dawn Redmann
Final Mix :
Mixer :
John Bolen
Producer Assistant :
Jeff King
Executive Producer :
Lauren Cascio
Music :
Track Title :
Composer :
Graham Barton
Producer :
Rob Dennler
Producer :
Katy Davidson

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