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Land O'Lakes, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands




Land O'Lakes, Inc., headquartered in Arden Hills, MN., is a farmer-owned cooperative that offers agricultural supplies as well as production and business services to farmers, local cooperatives, and consumers throughout the U.S. The company produces packaged milk, margarine, sour cream, cheese, animal feed and crop seed, and is the number one butter brand in the U.S. It operates its business through five segments: dairy foods, feed, seed, agronomy and layers.

Main Telephone (651) 375-2222
Main Fax (651) 375-2633
Primary Address
Post Office Box 64101
Saint Paul, MN 55164-0101
USA

Land O'Lakes, Inc. Contacts

Contacts (5/47)
Name Title State
Chris P. President & Chief Executive Officer MN
Sample of Associated Brands
***********
Email: *****@*******.***
Main Phone: (651) 375-2222
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: Post Office Box 64101
Saint Paul, MN
55164-0101
USA

Kim O. Chief Communications Officer MN
Dan K. Executive Vice President & Chief Financial Officer MN
Tim S. Chief Marketing Officer MN
Jim F. Executive Vice President, Ag Businesses MN

Media Spend

Media Spend Summary
Media Spend Channel

Associated Brands

Brand Media Spend
Land O'Lakes, Inc. *******
CROPLAN GENETICS *****
Kozy Shack *

Agency Relationships


Brand Agency Service From To
******* ******** ***** + ***** creative, digital, public relations 1998 present
**** ***** ******** ******** multicultural 2015 present
**** ***** *** ****** ****** creative, media buying & planning 2015 present
**** ***** *** ****** ****** Creative, Media Buying, Media Planning unknown present
**** *'*****, ***. ***** + ***** creative, digital, public relations 2009 present

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DailyVista

Campaign Imminent: No. 25 Land O' Lakes hires Martin Agency for creative, media


Subject: TV, digital, online, social media, PR, B2B magazine, sponsorship

Company: Land O'Lakes (LOL), one of the largest producers of butters and cheese in the US, with annual sales of $15 billion. It operates in three segments: Dairy Foods, Feed (Purina Animal Nutrition) and Crop Inputs (Winfield Solutions).

Opportunity: No. 25 in the Casanova Pendrill for Hispanic marketing. 

Therefore, as we’ve reported (research transparency initiatives designed to combat consumer concerns over GMOs and the origin of food products. Like most big food brands, LOL is facing an onslaught from speciality/organic brands. In this case, two rivals to watch are grass-fed butter brands like Kerrygold and Anchor.

Additional Insight

Incumbent: IPG's Colle & McCoy was on creative and media for Kozy Shack, The List reports.

Media Spend: The Land O' Lakes brand receives the bulk of the company's ad spend. Last year, the brand allocated $8.1 million to measured media, down from almost $20 million in 2013, according to Kantar Media. The decline was led by a drop in TV ad spending.

TV Breakdown: ISpot.tv reports that LOL has spent $4.5 million on national TV this year, all of which was placed Feb. 1-May 1 (see targeting right), almost even with spending over the same period last year. Note that last year no national TV ran after May 18, as well.

Digital Breakdown: Since January, 10 standard ads and two high impact ads have run on 377 publishers (94% mobile), 66% of which were placed site direct versus going through ad networks or exchanges. Mobile activity lasted Feb 1-May 6, targeting food & drink and home & garden sites like thepioneerwoman.com, tastykitchen.com, tasteofhome.com and onceuponachef.com. Desktop has targeted health & fitness and hobbies & interest sites, such as tastingtable.com, preparedfoods.com, blogher.com and healthination.com, according to Moat.

New Decision Makers: As is often the case, the agency hire comes after the arrival of a new marketing decision maker. Mcgarrybowen veteran Tim Scott became CMO officially on April 22 (research here).

Land O'Lakes
4001 Lexington Avenue North
Arden Hills, MN 55126
(651) 375-2222

Tim Scott
Chief Marketing Officer (Assistant: Julie Williamson, (651) 375-5507)
(651) 375-2222
tscott@landolakes.com

Heather Anfang
Vice President, Marketing – US Dairy Foods
(651) 375-2222
hlanfang@landolakes.com