Land O’Frost is no new kid on the block, but it’s getting ready to show an entirely new side to consumers as it makes plans for aggressive growth. The 60-year-old family-owned company is launching a reimagined brand, coupled with its first-ever national advertising campaign.
“The new Premium brand campaign speaks to budget-conscious moms who want a wholesome and affordable snack or meal that gives their family the energy to get through their busy day,” commented Senior Vice President of Sales, Marketing, and Innovation, Reggie Moore. “Through this campaign, Land O’Frost is bringing attention to our flagship brand on a national scale and supporting our aggressive growth plans. We are excited to go live with this campaign today as it provides us a platform to introduce Land O’Frost to many new consumers that will experience our high-quality products for the very first time.”
The campaign uses humor to showcase the key qualities of Land O’Frost Premium Sliced Meats, which have no added hormones, no by-products, and the protein parents want for their families, according to a press release. It does this through the characters that know the most about making a great sandwich–the ingredients, of course!
“Understanding this was the company’s first national campaign, we wanted to develop advertising that would be talked about,” said Kevin Houlihan, President and Chief Creative Officer at Merge Chicago, which created the campaign with Quriosity. “When looking to highlight the wholesomeness of the product, it was an easy choice to turn to the other ingredients of a great sandwich to help tell the story of Land O’Frost Premium Sliced Meats.”
Set in the “Sandwich Boardroom,” classic sandwich ingredients, like bread, tomato, lettuce, and cheese, gather to share their thoughts on all the reasons Premium Sliced Meats is great for busy parents and their families. Viewers will find plenty of puns and cute quirks among the characters, like cheese slice P. Valone, who tells attendees that Land O’Frost Premium Sliced Meats are “the only protein I’ve really melted with!”
The campaign was placed by Merkley+Partners in New York and supported by a public relations campaign conceived by FleishmanHillard in Chicago and will show in a series of TV and online spots, as well as social videos. The company said that the media buy supporting the campaign will create an unprecedented brand by targeting programs on network television, cable, and in syndication. Overall, the campaign is scheduled to reach approximately 91 percent of U.S. households.
This year, the company purchased NJ-based Wellshire Farms Inc., and previously acquired specialty sausage brand Wimmer’s in 2011. In addition to a number of community initiatives, the expansion into a national advertising campaign, it said, is just one more way Land O’Frost is reaching families across the country. The multi-layered launch will include TV, digital, and social media advertising and public relations.
