Land O’ Lakes chooses RVA’s Martin Agency

Martin Agency logoBy Lynn R. Mitchell

The Martin Agency has done it again, landing a nationwide account to add to their portfolio of other high profile clients over the years. This time it’s Land O’ Lakes, maker of butter and other dairy products as well as Kozy Shack puddings.

After spending more than 80 years with one ad agency, Minnesota-based Land O’ Lakes, founded in 1921, decided to aim toward a younger consumer by going with the Martin Agency. They are known for national brands and memorable ads (see RVA’s Martin Agency … still cool after all these years) including the Geico  “Hump Day” camel (“Know what day it is?”).

It took a three-month search to decide on The Martin Agency (see Martin Agency gets Land O’ Lakes account by business reporter Randy Hallman):

Heather Anfang, vice president of marketing for the dairy foods division of Land O’Lakes, said her company was impressed with Martin from the beginning of the selection process, “with their work for Oreo, Geico and other clients — and then we met the people. We had really terrific chemistry with the people of The Martin Agency.”

Anfang said Land O’Lakes wants to reach younger customers. “That’s a big part of it,” she said. “It’s not atypical for a long-tenured brand. There’s a need to continue relevance with a new generation getting to know you.”

Martin was chosen for the assignment after a three-month review that included six agencies, with three in the final round. Martin is part of the New York-based Interpublic Group of Cos. and partnered with fellow Interpublic Group agency, Casanova Pendrill, for Hispanic marketing. Mithun also is part of the Interpublic Group.

Helayne Spivak, director of the Virginia Commonwealth University Brandcenter, said the Land O’Lakes account adds more luster to Martin’s reputation, and to Richmond as a center of advertising talent.

Some numbers were available that perhaps offered a peek into the account’s worth:

According to a report in advertising industry publication Advertising Age, Land O’Lakes spent $8.1 million in 2014 on Land O’Lakes U.S. measured media. That was less than half the nearly $20 million it spent in 2013.

Citing industry reports, Advertising Age said Land O’Lakes dominates the butter market in North America, controlling a 27.6 percent share with sales of $683 million in 2014.

Add Land O’ Lakes to other well-known brand names such as Oreo, Chips Ahoy, Ritz Crackers, Discover, ExxonMobile, the JFK Library and Museum, Hanes, Benjamin Moore, and others. They came up with the “Virginia Is For Lovers” logo forty years ago that is still in use for Virginia tourism.

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