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.”
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
Heather Malenshek - SVP, Chief Marketing Officer
Catherine Fox - VP, Corporate Marketing
Angela Pengelly - VP, Marketing
Elizabeth Nelson - Director, Brand Marketing
Chris Kueppers - Brand Manager
Kristin Ambrookian - Media Director, Client Leadership
Benjamin Cacanando - Associate Media Director
Jenny Kim - Media Supervisor