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Tillamook & Hello Design celebrate ‘Yum’



Campaign to see just how much of it is out there

Tillamook & Hello Design celebrate ‘Yum’


‘Yum’…it’s an exclamation that evokes feelings of authentic joy, and even the word itself comes from the mouths of tots to mean delicious.  Now Tillamook, a farmer-owned co-op that has been making dairy products and cheddar cheese for over 100 years, is launching a new campaign to find out just how much ‘Yum’ is out there in the world.
Based on the insight that time and again Tillamook fans on Facebook and Twitter express their happiness and joy when eating Tillamook cheese, yogurt and ice cream by using the word ‘Yum’, Tillamook – working with LA-based digital creative agency Hello Design – is debuting a digital, social and mobile effort to celebrate and measure all of the ‘Yum’ in the world. The campaign introduces Tillamook’s original ‘Yum Dance’, inviting fans around the country to share their happy dance moments and the joy they feel when eating Tillamook.
Building on the success of the ‘Tillamook Yogurt Yum Factory’, the ‘Yum Dance’ introduces a new video where anyone can learn to do the dance choreography at  To complement the dance, Hello Design has also launched an interactive iPhone app that users can download and activate during their ‘Yum Dance’ to collect and track all of the ‘Yum’ in the world.  Additionally, whenever ‘Yum’ is included in a Twitter post, it will automatically be included in the total world ‘Yum’ tally count on  Users are also invited to share how much ‘Yum’ they created (and one-upped) with friends and family via Facebook, Twitter and e-mail.
You can see an overview of ‘Yum Dance’ at:
With this campaign, Tillamook is encouraging fans of the brand to unite in a playful and active way, and offering a universal way for fans to share their happiness.
“Tillamook fans are all about loving the food they eat and sharing that enthusiasm with others,” said David Lai, CEO and Creative Director at Hello Design. “The ‘Yum’ campaign gives Tillamook fans of all ages a reason to come together across digital channels.  It’s one more fun way Tillamook is inviting consumers to ‘Say Yes to Yum.”  
Brand: Tillamook
Agency: Hello Design
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