Land O’Lakes - ‘Not a Big Ad’ (2023) :60 (USA)

As the Chiefs and the Eagles prepare to face off in Super Bowl LVII, the excitement builds for the most important part of the evening – the food. Land O’Lakes, the 100-year-old brand that’s been showing up on tables since the very first big game, is releasing a spot developed in partnership with creative agency of record, Battery.

The spot titled ‘Not a Big Ad’, focuses on Land O’Lakes farmers, who are too busy to be in a commercial. We may have seen that idea before, but here it's very informative as I had no idea that Land O’Lakes is a farmer's co-operative.

The spot launches on Sunday, February 12, and signs off with "Eat It Like You Own It." It won't be aired during the game, but on Superbowl, Sunday TV sets all across America are on while people hosting SB gatherings are cooking up the food for the game. This media strategy is sound.

“More important than any amount of big game airtime is giving credit where credit is due. That’s why we’re putting the spotlight on our dedicated community of farmer-owners and the work that goes into every Land O’Lakes product that ends up in delicious foods on tables across the country,” said Heather Malenshek, SVP, and CMO at Land O’Lakes.

“The big game is as American as it gets, starting with the food. We had the chance to showcase the hard-working farmer-owner community behind our favorite dishes and have a little fun in the process,” said Drea Schneider, Group Creative Director at Battery. “After all, no matter which team wins, all fans seem to come together around the food spread.”

TEAM CREDITS

Battery:

Philip Khosid - Chief Creative Officer

Drea Schneider - Group Creative Director

Mark Maziarz - Group Creative Director

Jake Christensen - Copywriter

Stanton Hill - Head of Production

Melanya Torosyan - Digital Producer

Pat Dunneback - Group Brand Director

Jessie Wang - Senior Brand Manager

Land O'Lakes

Heather Malenshek - SVP, Chief Marketing Officer

Catherine Fox - VP, Corporate Marketing

Angela Pengelly - VP, Marketing

Elizabeth Nelson - Director, Brand Marketing

Chris Kueppers - Brand Manager

Havas Media:

Kristin Ambrookian - Media Director, Client Leadership

Benjamin Cacanando - Associate Media Director

Jenny Kim - Media Supervisor