Land O’Lakes’ ‘Not a Big Ad’ Campaign Shines a Light on Hard-Working Farmers

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 creative spot is rooted in the message that America’s favourite dairy brand is a major part of the big day: it’s cooked up in home kitchens across the country, served up in our living rooms, and the recipes are passed down year after year. However, the co-op farmer-owners are simply too focused on bringing the best and highest quality product to consumers, that a big flashy broadcast campaign simply isn’t on their minds. 

Dubbed ‘Not a Big Ad’, the campaign shines a light on Land O’Lakes farmers, who are too busy to be in a commercial. They have bigger fish to fry. And cows to milk. It’s thanks to these hard-working farmer-owners that some of the most delicious foods accompany the big game each year. 

Building on the brand’s ‘Eat It Like You Own It’ campaign platform, the spot launches on Sunday, February 12th, across social platforms including Facebook and Instagram. 

Heather Malenshek, SVP and CMO, Land O’Lakes said “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.”

Drea Schneider, group creative director, Battery said “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 favourite dishes and have a little fun in the process. After all, no matter which team wins, all fans seem to come together around the food spread.”