Land O’Lakes: Mobile Relaunch
Land O' Lakes Mobile
Visit the site: http://m.landolakes.com/ »
Since the early 1920s Land O’Lakes has strived to bring good food to busy families. Today that means providing a resource for moms constantly on the go. The new Land O’Lakes mobile site contains a practical navigation that can quickly serve up products, recipes, and inspiration whenever and wherever moms need it.
Land O’Lakes: Client Profile
Land O’Lakes, Inc., one of America’s premier member-owned cooperatives, has a presence in all 50 states and more than 50 countries. And while it may be best known for its dairy-based food products, the company also offers an extensive line of agriculture supplies, and production and business services.
Land O’Lakes: Appealing To The Next Generation of Moms
Land O'Lakes Site Redesign
Visit the site: www.landolakes.com »
A completely redesigned landolakes.com helps consumers interact with the established brand in new ways. Built to appeal to both less-experienced, tech-savvy moms and more-seasoned cooks and bakers, the site features a modernized color palette, engaging photography and better social connectivity. The Test Kitchen section highlights the brand’s expertise with tips, photos and how-to advice. Intuitive searching gets you to great recipes quickly. And recipe pages are designed with the user in mind, featuring enhanced functionality, while themed collections trigger more ideas. With more than 3,000 recipes and 5,000 pages, sharing the simple goodness of everyday food has never been more user friendly.
Land O’Lakes has been a key ingredient in America’s kitchens for generations. But there was an opportunity for its interactive experience to connect with a new generation of consumers — and continue to make sure longtime visitors felt right at home.
Explore Minnesota Tourism: Minnesota in Six Words
Just how far do you need to go to showcase how awesome the Land of Sky Blue Waters is? How about 1,500 miles, give or take a few.
Showing off the North Star State—the Gopher State, the Land of 10,000 Lakes, Minnesnowta, especially Minnesnowta, these days—was just what Explore Minnesota asked us to do.
But here’s the thing: We didn’t want to churn out a standard-issue tourism spot filled with a montage of prairie, lakes and more prairie and more lakes. That’s not how things are done here at C+M. Instead, we challenged ourselves to find six words that would seamlessly tie together compelling Minnesota-centric activities. The words that bubbled to the top were: spin, try, hold, rock, share and catch. Each word was the focus of its own 15-second spot.
Over the course of last summer (and deep into fall) we set out to bring this campaign to life. It was a fantastic experience. During 11 full days of shooting (not in a row), we covered more than 1,500 miles and captured exactly 52 different shot set-ups.
It was an amazing experience set against the backdrop of an amazing state.
Minnesota. Explore it.
What Is Your Super Bowl?
The Super Bowl is the most anticipated and talked about event in the advertising industry. It’s our Oscars, Grammys and Fashion Week wrapped into one. We expect to see some of the best creative, soundest strategy and most effective marketing of the year. But with all the flash and hoopla, how does it affect the average marketer? What can the millions of marketers, business leaders and entrepreneurs take away on Feb 3rd?
First, they should ask, “What is my Super Bowl?” Instead of looking at the event as the advertising star-studded night it is, consider it just a platform, a launching pad that top tier advertisers decide (or can afford) to leverage. Every marketer has a “Super Bowl” or big stage and you don't need $4 million plus (average cost of the Super Bowl media buy) to own it. While helping Caribou Coffee with a major rebranding effort, we approached the design of their coffee cups as their Super Bowl. After all, to the nation's second largest premium coffee shop, their cups actually garner the sort of impressions a commercial during the Super Bowl does. All of a sudden, the cup designs became a lead element in the campaign and everything followed.
And with Land O'Lakes, we treated their new mobile site as their Super Bowl. Today's busy Moms (and Dads) are turning more and more to mobile devices to plan and prepare meals, so we placed great emphasis on creating a user experience that was intuitive, simple and inspiring. After all, it will be used by millions of people.
Once you identify your Super Bowl, it might not reach hundreds of millions of viewers in one fell swoop—or feature the mishaps of Janet Jackson— but there are some things we can all learn from the big game that can be applied.
It's not just about showing up, it's about standing out.
Whether it's at a trade show such as CES, packaging on a store shelf, or something as simple as a sweepstakes—just think, what would happen if you treated it as if everyone was watching? Pretend for a second that USA Today is going to gauge your efforts with a meter the next day. That your family and friends are going to point out "I know the person who did that…" The reason so many Super Bowl spots are memorable isn't just because they cost a lot of money. It's because a lot of thought went into them. No one wants to disappoint.
Make sure it’s the right kind of memorable.
Too often, in their efforts to stand out, advertisers make the mistake of not linking their creative idea to the uniqueness of the product. They do a great job making people laugh, or maybe even coaxing a tear or goosebumps with a heartfelt message, but the viewer is unable to remember what brand moved them in the first place. Will your audience walk away your Super Bowl message the way you'd like?
Get the most out of your investment.
Two trends have emerged from advertising during the big game. First, creating buzz for your ad prior to game day is a great way to make your marketing dollars work harder. Can you tease your Super Bowl effort before it launches?
Second, advertisers are doing an increasingly good job of tying a social component to their spot, whether it’s an online game or asking viewers to vote for the ending of the spot on Twitter. By doing this they engage consumers, increase conversations and build buzz. Be sure you’ve employed all the tools in your marketing toolbox to promote your Super Bowl.
C+M Revamped Land O’Lakes Site Makes Brand Stand Out
MINNEAPOLIS, Dec. 16, 2010 - With the launch of a new Web site, the venerable 85-year-old LAND O LAKES brand has been infused with digital flavor and is poised to take on new and emerging technologies that develop in the future.
Colle+McVoy, digital agency for Land O’Lakes Dairy Foods business, today announces the launch of the new www.landolakes.com, which creates a sustainable online presence for the Dairy Foods brand and connects it with a younger demographic via a more relevant interactive experience.
"While the LAND O LAKES brand has been a key ingredient in American’s kitchens for generations, the new site makes our brand more relevant to emerging and growing families and helps us grow our business," said Joan Cowan, director of marketing services, Land O’Lakes. "We are now better connected to our consumers, and we’ve laid the foundation for interactive marketing success in the future."
Besides better connectivity, the revamped site, with more than 6,000 pages of comprehensive information, has a new overall look and feel. This includes a modernized color palette, engaging photography and simplified browsing to make the site more inspiring and relevant to consumers, while still maintaining the value of the Land O’Lakes heritage.
"We’ve created an interactive brand experience that better reflects the rich Land O’Lakes story and helps make the lives of our technology-savvy and busy consumers easier," said Craig Pladson, director of interactive strategy, Colle+McVoy, which oversaw the strategy, creative, production and development, and launch of social media profiles on Facebook, Twitter, YouTube and Flickr. "Extensive research and strategic planning went into building the site to make sure that consumer needs are anticipated and understood, so that cooks and bakers get the inspiration and support they need."
The centerpiece of the new site is the revamped Test Kitchen area, which allows users to have improved access to the expertise of Land O’Lakes. The company is now better able to share findings from its real-world Test Kitchen, the place where recipes are conceived, prepared and perfected by a team of experts. The new area is designed to guide people at home in their kitchens with tips and techniques, answers to submitted questions, and a blog about topics shared by the experts. The Test Kitchen will also continue to build a following through each of the social networking sites and offer help to users via social network channels.
Additional site features include:
- Recipes that are easier to find, read, share and discuss
- A more simplified, predictive search tool
- Visual walk-throughs of many recipes on the blog
- More relational content (e.g., side dish pairings for meals)
- Streamlined ratings and reviews
- Greater variety of recipe collections
- Tips, photos, videos and how-tos relevant to next-generation consumers
About Land O’Lakes
Land O’Lakes, Inc. is a major Minnesota-based food and agriculture company, and is a leading producer of quality dairy products. The Land O’Lakes consumer Web site, found at www.landolakes.com, supports its retail products, LAND O LAKES® Butter, Spreads, Deli Cheese, Dairy Case Cheese, All-Natural Eggs and other licensed dairy products such as Half and Half, Seasonings, Cocoa and Cappuccino mixes. For more information, visit www.landolakes.com, www.facebook.com/landolakes or follow on Twitter @landolakesktchn.
C+M Named Digital Agency For Land O’Lakes Dairy Foods
MINNEAPOLIS, Jan. 7, 2010 - Today Colle+McVoy was named digital agency for Land O’Lakes Dairy Foods Division of Land O’Lakes, Inc. The agency will manage the consumer Web site, including strategy, creative, production and development.
"We are very impressed with Colle+McVoy’s interactive expertise and technical capabilities," said Thea Keamy, Vice President, Retail Cheese & Marketing Services, Land O’Lakes. "It was imperative that the team we selected resonated with our team, which was apparent with Colle+McVoy throughout the selection process."
Colle+McVoy will build and maintain landolakes.com, including the LAND O LAKES® Simple Rewards® Club, oversee search initiatives, and provide comprehensive Web analytics support.
"We are thrilled to expand our relationship with Land O’Lakes to the consumer foods business," said Christine Fruechte, president and CEO, Colle+McVoy. "We value our ongoing partnership and look forward to helping build deeper relationships with consumers online."
Becoming digital agency for the Dairy Foods business of Land O’Lakes is the next chapter in the agency’s transformative growth story. Colle+McVoy’s interactive billings have doubled since 2007 and now account for more than 40 percent of the agency’s revenue. The agency overall has experienced remarkable year-over-year growth in recent years and expects this momentum to continue in 2010.
C+M Named AOR For Dorel Recreational/Leisure Segment
MINNEAPOLIS, Oct. 26, 2010 - Today Colle+McVoy was named global advertising agency of record for Dorel Industries Inc.’s (TSX: DII.B, DII.A) Recreational/Leisure segment, a worldwide leader and innovator in high-end and enthusiast bicycles and sports apparel, including the Cannondale, Schwinn, GT, Mongoose, IronHorse and SUGOi brands. The agency will lead global strategic and creative development of integrated programs across all traditional and nontraditional mediums targeted to consumers, independent bike dealers, mass merchants and sporting goods retailers.
"As Dorel Recreational/Leisure grows, we need a best-in-class partner to help us continue to evolve and maintain the relevance of our iconic consumer brands," said Andrew Coccari, CMO Global Marketing, Dorel Recreational/Leisure segment. "Colle+McVoy’s passion for bicycling is evident in their work with groups like Bikes Belong. Their consumer-centric focus toward building beloved lifestyle brands is tried and true, and their appreciation for the dynamics and pace of this industry is unparalleled."
"Enthusiast lifestyles are a core focus and expertise of ours. It’s an honor to partner with Dorel Recreational/Leisure to advance the growth of its iconic brand portfolio," said Christine Fruechte, president and CEO, Colle+McVoy.
This substantial AOR assignment is the latest win by Colle+McVoy, which was also awarded new business recently from Old Navy, Mammoth Mountain Ski Resort, Medtronic Foundation, Explore Minnesota Tourism, Regis Corporation, General Mills, Land O’Lakes and Nestlé Purina.
C+M Further Expands Growing Interactive Team
MINNEAPOLIS, Sept. 23, 2010 -Colle+McVoy announced today the addition of six new hires to its thriving interactive team to meet the growth in digital billings for clients such as Land O’Lakes, Caribou Coffee, Taubman Shopping Centers and the Recreational Boating & Fishing Foundation (RBFF). They include:
- Bridget Charon has been hired as senior interactive producer. Previously she specialized in green/sustainable marketing with high-profile companies including Nature Works LLC and Cargill Dow.
- Ryan Olson has been hired as interactive account supervisor and has extensive national brand marketing experience with General Mills, Hormel Foods, H&R Block, Dish Network, Great Clips and Famous Dave’s Restaurants.
- Tiffany Hahnfeldt has been hired as interactive producer and recently worked with clients such as Target, Best Buy, Ameriprise, St. Jude Medical and Minnesota Public Radio.
- Josh Vadnais has been hired as interactive creative developer. Formerly a web application developer, Vadnais worked with Medtronic, Rochester Medical, UnitedHealth Group and Abbott Vascular.
- Alex Ehlen has been hired as junior interactive designer. As an intern at Colle+McVoy, he worked with Caribou Coffee, Taubman Shopping Centers, CHS and IBA.
- Grant Olson has been hired as an associate interactive strategist. During his summer internship at Colle+McVoy, he worked on Land O’Lakes, Zimride, Taubman Shopping Centers and RBFF.
"These new hires enhance our team and increase the depth of interactive offerings available to our clients," said Craig Pladson, director of interactive strategy, Colle+McVoy. "Colle+McVoy is and will continue to be an industry leader in delivering smart, results-driven interactive experiences."
Photos available upon request.