CME’s Land O’ Lakes Role Grows

Land O’ Lakes has consolidated its marketing responsibilities with Campbell Mithun Esty, assigning the Minneapolis agency its estimated $15 million consumer promotions account after a short, informal review.
Promotions previously had been handled by the Minneapolis office of Rapp Collins Communications, which “amicably” parted ways with Land O’ Lakes in September, according to Cate Bartman, Rapp Collins account supervisor.
The account includes consumer promotion for Land O’ Lakes Butter, Spread with Sweet Cream, Country Morning Blend, Dairy Case Cheese, Sour Cream and Lake to Lake Cheese. CME’s promotional work is expected to break in the second quarter of this year.
In August 1996, Rapp Collins was assigned Land O’ Lakes’ promotions, direct and interactive marketing accounts. One month later, however, direct and interactive responsibilities were shifted to CME, which handles the company’s consumer and trade advertising.
In November 1997, CME launched a revamped Land O’ Lakes Internet site, which was expanded to include recipes, product information and special offers.
Marilyn Phillips, Land O’ Lakes’ account supervisor at CME, said the success of that relaunch was an impetus to the consolidation of promotions and advertising.
“That [Internet work] was clearly a part of it,” Phillips said. “They were seeing the benefits and synergy of integration [with one agency].”
Land O’ Lakes, based in Arden Hills, Minn., is one of CME’s oldest accounts. Their relationship began in 1933.