Land O’Lakes Begins Next 100 Years Announcing BATTERY as New AOR

August 18th, 2021

Land O’Lakes, Inc., one of America’s premier agribusiness and food companies, announced today it has named Battery and Havas Media as agency of record for its Dairy Foods retail brands. The announcement, already reported by AdWeek, AdAge, Campaign Live, ShootOnline and more, comes on the heels of the farmer-owned cooperative’s 100th anniversary and recent CMO hire.

Battery, the highly acclaimed Los Angeles-based agency, will be leading the charge on creative strategy and execution, while Havas Media will be responsible for all media buying and planning for the iconic Land O’Lakes brand for butter, cheese, and licensee products.

This is a key move on the Dairy Foods retail business for Heather Malenshek, senior vice president and CMO of Land O’Lakes Inc, who joined in September 2020, and has her sights set on elevating the company’s already iconic brands. Most recently Malenshek comes from the Harley-Davidson Motor Company and was recognized by Forbes as one of the world’s most influential CMOs in 2018 and 2019. Her career spans a wide range of brands and industries and features a track record of elevating legacy brands through modern marketing approaches and contemporary storytelling.

“Land O’Lakes has the momentum of an iconic brand and a 100-year foundation, and we are thrilled to unleash a brand-new creative idea to continue to drive business results,” Malenshek said. “We are in a pivotal moment in culture that demands the very best to connect authentically with consumers. 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.”

The agency was selected from a competitive group of agencies considered.

“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,” said Catherine Fox, vice president of Dairy Foods marketing at Land O’Lakes. “We couldn’t be more excited to start telling our story with this fresh new approach.”

According to Havas’ 2021 Meaningful Brands study, expectations of brands are at an all-time high. Driving and striving for progress is not a new concept for Land O’Lakes, which has been a leader in the

industry since 1921. Today, Land O’Lakes is owned by over 1,600 dairy farmers and more than 1,700 ag producers and retail owners across America.

“Battery is excited to help one of America’s premier companies look toward the future,” said Anson Sowby, CEO and co-founder of Battery. “Getting to know the people of Land O’Lakes has illuminated how incredibly ambitious and collaborative their 100-year-old farmer-owned, co-op business model is. Part of the creative will be focused on positioning the Land O’Lakes brand in a way that celebrates the innovation and community that underpins this structure. Collaborating closely with their teams, we will leverage the farmer-owned positioning to drive meaningful connections and help grow their business.”

The collaboration between Battery and Havas Media leverages Havas Group’s unique Village approach, wherein creative and media teams work together, ensuring agility and a seamless experience for clients. Battery’s culture and entertainment-driven approach combined with Havas Media’s unique Mx process has led to the creation of long-lasting, meaningful brands.

“We are excited about the opportunity to work as an integrated team with the progressive and truly meaningful brand that is Land O’Lakes,” said Lisa Evia, managing partner and head of growth at Havas Media. “This new partnership reaffirms our brand promise to make a meaningful difference to brands, businesses and people, and will enable us to help the company achieve their aggressive business goals.”