- Articles | Series
- Columns | Departments
- Publicity News
- Events Calendar
- Trending Now
- My Membership
Land O’Lakes Invites People To “Eat It Like You Own It” In Unapologetically Indulgent First Campaign From Battery
- Wednesday, Oct. 20, 2021
LOS ANGELES and Arden Hills, MN
Land O’Lakes, Inc., one of America’s foremost agribusiness and food companies, reveals an appetite for work that is bold and different with the first brand campaign created by Battery (Havas Media Group) since being appointed agency of record for Land O’Lakes Dairy Foods retail brands in August.
Buttery baked goods are hard enough to resist as it is. But if you ever needed a reason for that extra bit of butter or slice of cheese, supporting independent farmers gives you permission to indulge. This fresh campaign reminds consumers that when you buy Land O Lakes® products, you are directly benefitting over 1,000 dairy farmer-owners and their communities.
Set to air through programmatic paid video, social media, shopper and the Land O’Lakes website, “Eat It Like You Own It” not only celebrates Land O’Lakes’ progressive 100-year-old farmer-owned, co-op business model – it invites consumers to eat Land O Lakes® products proudly as if you were a farmer-owner yourself.
Directed by Brig of Tool of North America, and shot by Oscar-nominated Director of Photography Rachel Morrison, the good feeling is baked right into the four sunny spots: “Anthem,” “The Perfect Sandwich,” “Cookie Swap,” and “Buttered Toast.” Driven by an abundance mindset, the tagline “Eat It Like You Own It” is the ultimate permission slip to eat the food you love. Because you can feel good about where and who it comes from.
Timed for the brand’s 100th anniversary, this is the first Land O’Lakes campaign to emerge under the leadership of its new CMO Heather Malenshek.
“The consumer and marketing landscape is changing at a rapid pace and we are excited to step out in a bold way with this new campaign for our Dairy Foods retail brands. The work celebrates the most authentic part of who Land O’Lakes is, a farmer-owned co-op, and the enjoyment that comes with eating food you can feel good about. — Heather Malenshek, Senior Vice President and CMO, Land O’Lakes
“On our initial chemistry call with the Land O’Lakes team, we got a great sense of the true ambition they had and that made the project so appealing to us. This was a rare situation when the client bought the concept from the get-go. Battery went in to the final pitch with the one idea and it hit the brief in a way that laid the foundation: to get people to know about the farmer-owners they are directly benefitting when they buy Land O Lakes® products, and feel good about eating what they love. Not every brand would be as comfortable going in to a final meeting with an agency who was all-in on a single idea. It speaks to how brave and bold Land O’Lakes is willing to be. —Andrea Schneider, Creative Director, Battery
‘Eat It Like You Own It’ is joyful and self-evident. It feels like an unwritten truth, and it’s what we should aspire to do. This campaign narrows it down to small incremental moments of joy, eating those truly satisfying foods that make you feel good – and you feel especially good about who your money is supporting. It applies to everyone, and the overall notion of community, which we all need right now.” —Philip Khosid, Co-Founder & Chief Creative Officer, Battery
About Land O’Lakes, Inc.
Land O'Lakes, Inc., one of America's premier agribusiness and food companies, is a member-owned cooperative with industry-leading operations that span the spectrum from agricultural production to consumer foods. With 2020 annual sales of $14 billion, Land O'Lakes is one of the nation's largest cooperatives, ranking 219 on the Fortune 500. Building on a legacy of 100 years of operation, Land O'Lakes today nurtures some of the most respected brands in agribusiness and food production including Land O Lakes butter, Purina Animal Nutrition, WinField United and Truterra. The company does business in all 50 states and more than 60 countries. Land O'Lakes, Inc. corporate headquarters are located in Arden Hills, Minnesota.
For more information visit www.landolakesinc.com
Battery’s mission is to create impactful advertising with a philosophy that merges classic marketing principles with Hollywood storytelling and a Silicon Valley work model. The agency has been recognized as one of the Top 50 Fastest Growing Private Companies in L.A. three years in a row and celebrated by Ad Age as an Agency of the Year in 2018, 2016 and 2015. A lead creative agency of the Paris-based Havas Group, Battery has offices in Hollywood, Toronto and Shanghai and creates global advertising campaigns for forward-thinking clients.
For more information visit www.batteryagency.com
About Havas Media
Havas Media Group (HMG) is the media experience agency. HMG delivers this brand promise through the Mx System, where meaningful media helps build more meaningful brands. HMG is part of the Havas Group, owned by Vivendi, one of the world's largest integrated content, media and communications groups. HMG also consists of two global media networks: Havas Media and Arena Media. The media experience agencies are home to more than 10,000 specialists across 150 countries worldwide, with 62 Villages. For more information, visit the website or follow Havas Media Group on Twitter @HavasMedia, LinkedIn@Havas Media Group, Facebook @HavasMedia or Instagram @havas.
CLIENT - Land O’Lakes
Beth Ford - President and CEO, Heather Malenshek - SVP Chief Marketing Officer, Catherine Einig Fox - VP of Brand and Product Marketing, Dairy Foods, Rebecca Dye - Senior Director Brand Marketing, Chris Kueppers -Brand Manager, Dairy Foods, Kimberly Anderson -Culinary Center Manager
AGENCY - Battery
CEO / Founding Partner - Anson Sowby, CCO / Founding Partner - Philip Khosid, Creative Director - Drea Schneider, Creative Director - Emily Rosen, Head of Production - Stanton Hill, Executive Producer - Katherina Villa, Post Executive Producer - Manuel Reta, Group Brand Director - Caitlin McNulty Cabral, Brand Coordinator - Elijah Patterson
MEDIA AGENCY - Havas Media Group
Director, Client Leadership - Kristen Ambrookian, Senior Connections Planner - Sam Sugarman, Director, Programmatic Strategy - Klaudia Smykowska, SVP, Commerce - Corey Cutshall
Production Company - Tool
Director - Brig, DP - Rachel Morrison, Managing Director - Nancy Hacohen, Executive Producer - Rob Sexton, Head of Production - Adam Litt, Producer - Wade Brandenberger, Prod. Supervisors - Denny Rubianes and Moira Michiels, Editor - Jason Lewis
Color - Apache Colorist - Arianna Shining Star,
Post Production - Stitch Post Executive Producer - Mila Davis,
VFX - Bacon Flame Artist - Mitch Gardiner; Motion Graphics - Heyday
Music - Keith Power
Sound + Mix Company - Beacon Street Studios Sound Designer + Mixer - Rommel Molina
partner | director of public relations