{"id":1257,"date":"2021-08-19T00:56:40","date_gmt":"2021-08-19T00:56:40","guid":{"rendered":"https:\/\/www.batteryagency.com\/?p=1257"},"modified":"2023-05-03T00:58:23","modified_gmt":"2023-05-03T00:58:23","slug":"adage-announces-battery-becoming-an-aor-for-land-olakes","status":"publish","type":"post","link":"https:\/\/www.batteryagency.com\/index.php\/2021\/08\/19\/adage-announces-battery-becoming-an-aor-for-land-olakes\/","title":{"rendered":"AdAge announces Battery becoming an AOR for Land O’Lakes"},"content":{"rendered":"

[et_pb_section][et_pb_row][et_pb_column type=”4_4″][et_pb_text]<\/p>\r\n\r\n

Land O\u2019 Lakes has named Battery and Havas Media as creative and media agencies<\/a>\u00a0of record, respectively,\u00a0for its Dairy Foods retail brands, following a competitive pitch.\u00a0Battery\u2019s LA office will lead\u00a0the charge\u00a0on creative strategy and execution, while Havas Media North America will be responsible for all media buying and planning for the brand\u2019s butter, cheese, and licensee products. In recent years, Land O’ Lakes\u00a0did not have an agency of record working on creative strategy and execution, according to a statement by the brand, which declined to discuss prior media relationships.<\/p>\r\n\r\n\r\n\r\n

Colle & McVoy, which completed a project this summer for the brand\u2019s foodservice business and continues to partner with other divisions, including the Vermont Creamery team, was not part of this latest pitch, Christine Freuchte, CEO of the agency confirmed.<\/p>\r\n\r\n\r\n\r\n

With its new agency, the legacy brand will look to target \u201cthe next generation of butter and cheese consumers,\u201d the company said, in addition to its\u00a0current consumers.<\/p>\r\n\r\n\r\n\r\n

\u201cThis is a pivotal time for the Dairy Foods retail business,\u201d a\u00a0spokeswoman for Land O\u2019 Lakes told Ad Age. \u201cConsumers are demanding that brands show up in new and different ways\u2014from frictionless digital integrations to standing for something more than just your bottom line.\u201d The new approach is said to involve more digital work, including a revamped social presence beginning this fall.<\/p>\r\n\r\n\r\n\r\n

Currently,\u00a0Land\u00a0O’Lakes is owned by over 1,600 dairy farmers and more than 1,700 agricultural producers and retail owners across America.<\/p>\r\n\r\n\r\n\r\n

Moving forward, the agencies will focus on Land O\u2019 Lakes\u2019 co-op business model, \u201cpositioning the\u00a0Land\u00a0O\u2019Lakes brand in a way that celebrates the innovation and community that underpins this structure\u201d to \u201cdrive meaningful connections and help grow their business,\u201d Anson Sowby, CEO and co-founder of Battery said in a statement.<\/p>\r\n\r\n\r\n\r\n

The\u00a0appointments follow some significant changes for the 100-year-old brand. In February of last year, the company removed a longstanding part of its logo, which was an image of a Native American woman kneeling against a background of green pine trees and a blue lake. New products now feature the lake and trees with the words “Land O’ Lakes, 1921” in bold letters. In a statement last year, the company explained it would focus on its \u201cfarmer-owned\u201d roots.<\/p>\r\n\r\n\r\n\r\n

\u201cWe\u2019ve recognized we need packaging that reflects the foundation and heart of our company culture\u2014and nothing does that better than our farmer-owners whose milk is used to produce Land O\u2019Lakes\u2019 dairy products,\u201d Beth Ford, president and CEO of Land O\u2019Lakes, said in a statement last year.<\/p>\r\n\r\n\r\n\r\n

In July of last year, the brand brought on Heather Malenshek as its new chief marketing officer. Malenshek has experience working for legacy brands having previously spent five years at Harley-Davidson Motor Co., most recently as the motorcycle brand\u2019s CMO until 2019. During her time with Harley, she worked on marketing efforts dedicated to\u00a0targeting millennial audiences<\/a>.<\/p>\r\n\r\n\r\n\r\n

Some notable recent work Battery has churned out this year includes a June TV spot for mobile-based video game Rise of Kingdoms, which features actor Alexander Ludwig, and cameo-based work for cloud computing company\u00a0Zadara that same month.\u00a0Battery also helped the 2021 Sundance Film Festival nab its largest audience ever, despite a hybrid format.<\/p>\r\n\r\n\r\n\r\n

\u201cLand\u00a0O\u2019Lakes has the momentum of an iconic brand and a 100-year foundation, and we are thrilled to unleash a brand-new creative idea to continue to drive business results,\u201d Malenshek said in a statement. \u201cWe are in a pivotal moment in culture that demands the very best to connect authentically with consumers. Battery and Havas Media are the perfect partners to transform our approach and take our work to the next level.”<\/p>\r\n\r\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>","protected":false},"excerpt":{"rendered":"

\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div>
\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t\t\n\t\t\t<\/div> Land O\u2019 Lakes has named Battery and Havas Media as creative and media agencies\u00a0of record, respectively,\u00a0for its Dairy Foods retail brands, following a competitive pitch.\u00a0Battery\u2019s LA office will lead\u00a0the charge\u00a0on creative strategy and execution, while Havas Media North America will be responsible for all media buying and planning for the brand\u2019s butter, cheese, and […]<\/p>\n","protected":false},"author":1,"featured_media":1258,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"\r\n

Land O\u2019 Lakes has named Battery and Havas Media as creative and media agencies<\/a>\u00a0of record, respectively,\u00a0for its Dairy Foods retail brands, following a competitive pitch.\u00a0Battery\u2019s LA office will lead\u00a0the charge\u00a0on creative strategy and execution, while Havas Media North America will be responsible for all media buying and planning for the brand\u2019s butter, cheese, and licensee products. In recent years, Land O' Lakes\u00a0did not have an agency of record working on creative strategy and execution, according to a statement by the brand, which declined to discuss prior media relationships.<\/p>\r\n\r\n

Colle & McVoy, which completed a project this summer for the brand\u2019s foodservice business and continues to partner with other divisions, including the Vermont Creamery team, was not part of this latest pitch, Christine Freuchte, CEO of the agency confirmed.<\/p>\r\n\r\n

With its new agency, the legacy brand will look to target \u201cthe next generation of butter and cheese consumers,\u201d the company said, in addition to its\u00a0current consumers.<\/p>\r\n\r\n

\u201cThis is a pivotal time for the Dairy Foods retail business,\u201d a\u00a0spokeswoman for Land O\u2019 Lakes told Ad Age. \u201cConsumers are demanding that brands show up in new and different ways\u2014from frictionless digital integrations to standing for something more than just your bottom line.\u201d The new approach is said to involve more digital work, including a revamped social presence beginning this fall.<\/p>\r\n\r\n

Currently,\u00a0Land\u00a0O'Lakes is owned by over 1,600 dairy farmers and more than 1,700 agricultural producers and retail owners across America.<\/p>\r\n\r\n

Moving forward, the agencies will focus on Land O\u2019 Lakes\u2019 co-op business model, \u201cpositioning the\u00a0Land\u00a0O\u2019Lakes brand in a way that celebrates the innovation and community that underpins this structure\u201d to \u201cdrive meaningful connections and help grow their business,\u201d Anson Sowby, CEO and co-founder of Battery said in a statement.<\/p>\r\n\r\n

The\u00a0appointments follow some significant changes for the 100-year-old brand. In February of last year, the company removed a longstanding part of its logo, which was an image of a Native American woman kneeling against a background of green pine trees and a blue lake. New products now feature the lake and trees with the words \"Land O' Lakes, 1921\" in bold letters. In a statement last year, the company explained it would focus on its \u201cfarmer-owned\u201d roots.<\/p>\r\n\r\n

\u201cWe\u2019ve recognized we need packaging that reflects the foundation and heart of our company culture\u2014and nothing does that better than our farmer-owners whose milk is used to produce Land O\u2019Lakes\u2019 dairy products,\u201d Beth Ford, president and CEO of Land O\u2019Lakes, said in a statement last year.<\/p>\r\n\r\n

In July of last year, the brand brought on Heather Malenshek as its new chief marketing officer. Malenshek has experience working for legacy brands having previously spent five years at Harley-Davidson Motor Co., most recently as the motorcycle brand\u2019s CMO until 2019. During her time with Harley, she worked on marketing efforts dedicated to\u00a0targeting millennial audiences<\/a>.<\/p>\r\n\r\n

Some notable recent work Battery has churned out this year includes a June TV spot for mobile-based video game Rise of Kingdoms, which features actor Alexander Ludwig, and cameo-based work for cloud computing company\u00a0Zadara that same month.\u00a0Battery also helped the 2021 Sundance Film Festival nab its largest audience ever, despite a hybrid format.<\/p>\r\n\r\n

\u201cLand\u00a0O\u2019Lakes has the momentum of an iconic brand and a 100-year foundation, and we are thrilled to unleash a brand-new creative idea to continue to drive business results,\u201d Malenshek said in a statement. \u201cWe are in a pivotal moment in culture that demands the very best to connect authentically with consumers. Battery and Havas Media are the perfect partners to transform our approach and take our work to the next level.\"<\/p>\r\n","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"yoast_head":"\nAdAge announces Battery becoming an AOR for Land O'Lakes - BATTERY<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.batteryagency.com\/index.php\/2021\/08\/19\/adage-announces-battery-becoming-an-aor-for-land-olakes\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AdAge announces Battery becoming an AOR for Land O'Lakes - BATTERY\" \/>\n<meta property=\"og:description\" content=\"Land O\u2019 Lakes has named Battery and Havas Media as creative and media agencies\u00a0of record, respectively,\u00a0for its Dairy Foods retail brands, following a competitive pitch.\u00a0Battery\u2019s LA office will lead\u00a0the charge\u00a0on creative strategy and execution, while Havas Media North America will be responsible for all media buying and planning for the brand\u2019s butter, cheese, and […]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.batteryagency.com\/index.php\/2021\/08\/19\/adage-announces-battery-becoming-an-aor-for-land-olakes\/\" \/>\n<meta property=\"og:site_name\" content=\"BATTERY\" \/>\n<meta property=\"article:published_time\" content=\"2021-08-19T00:56:40+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-03T00:58:23+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.batteryagency.com\/wp-content\/uploads\/2023\/05\/landolakes_Account.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"627\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Admin\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Admin\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.batteryagency.com\/index.php\/2021\/08\/19\/adage-announces-battery-becoming-an-aor-for-land-olakes\/\",\"url\":\"https:\/\/www.batteryagency.com\/index.php\/2021\/08\/19\/adage-announces-battery-becoming-an-aor-for-land-olakes\/\",\"name\":\"AdAge announces Battery becoming an AOR for Land O'Lakes - 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