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Land O’Lakes Puts Ad Programs In Sync By Beth Heitzma

ARDEN HILLS, MINN. – Land O’Lakes has decided to throw away the rule book on the roles advertising, promotion, public relations and trade marketing should play

The result is a new 6-month-long integrated campaign promoting the company’s full line of dairy products using print advertising, sales promotion, fsi’s, in-store pamphlets, coupons and a recipe contest. All elements of the campaign were created by sales promotion agency WatersMolitor. CME-KHBB/Minneapolis handles brand image advertising.
The campaign breaks in June and pairs Land O’Lakes with Country Living magazine in a program themed ‘Imagine a Taste That Takes You to the Country.’
‘This started out as a full-fledged promotion program, but we needed to make our dollars work harder,’ said Kristine Nelson, Land O’Lakes director of marketing services. ‘What we’ve been looking at is synchronizing everything.’
Nelson said the campaign is an important initiative for the company, with the potential to change the way Land O’Lakes looks at advertising and the agencies that work on its business. The company spent approximately $10 million on advertising in 1992 according to LNA. Land O’Lakes is spending an estimated $3 million on the integrated campaign, sources said.
‘It’s a major coup for WM; they are definitely taking the lead on this,’ said one insider. ‘CME still has the bulk of the billings, but that may soon change.’
Copyright Adweek L.P. (1993)