Steve’s breakdown: We knew it was going to take a while but here’s the announcement that Land O’Lakes has hired a couple of ad agencies. You can read our prediction at the bottom of this article.

MINNEAPOLIS, MN: Dairy brand Land O’Lakes first changed its controversial logo, and now the 100-year-old brand has chosen new creative and media partners, naming Battery and Havas Media the agencies of record for its dairy retail brands.

The announcement comes on the heels of the farmer-owned cooperative’s 100th anniversary and recent hire of CMO Heather Malenshek.

Los Angeles-based, Havas-owned creative agency Battery will lead the charge on creative strategy and execution, while Havas Media will be responsible for all media buying and planning for the brand’s butter, cheese and licensee products

Changes in agency and aesthetic

Minnesota-based Land O’Lakes changed agencies in 2015 when the Martin Agency took over from Minneapolis agency Mithun after 80 years, though the Martin Agency has not worked on the dairy vertical brands in a creative AOR capacity since 2019, according to the agency.

“In recent years, the Land O’Lakes brand did not have an agency of record to work on creative strategy and execution,” Land O’Lakes wrote in a statement.

Land O’Lakes has also worked with Minneapolis agency Colle McVoy on its foodservice and global dairy ingredients business, and has been working with digital agency Nina Hale since 2019.

“Battery and Havas Media are the perfect partners to transform our approach and take our work to the next level, with their impressive roster of clients and success in building some of the world’s most powerful brands,” Malenshek said in a statement.

The size of the account was not disclosed but Land O’Lakes more than tripled its net earnings in the first quarter of 2021 to $136 million, compared to $37 million in 2020. For the second quarter, the company reported net sales of $4 billion and net earnings of $100 million, a 14% year-over-year net sales increase and 22% increase in net earnings.

“What set the Battery and Havas Media pitch apart from the competition was their truly collaborative and inquisitive approach, and a creative idea that builds the Land O’Lakes brand through our product, while tying beautifully back to our unique and powerful co-op structure,” Catherine Fox, vice president of dairy foods marketing at Land O’Lakes, said in a statement.

Battery and Havas Media will leverage Havas Group’s village approach, with creative and media teams working together to ensure agility and a seamless experience for clients.

Land O’Lakes quietly removed its Native American mascot, Mia, from its packaging last year, opting instead for a lake view.

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