MNPR Blog

Friday, June 26, 2009

Campbell Mithun Creates a ‘Colive’ in New TV Spot for Land O’Lakes

Butter comes from a cow, olive oil comes from olives, and butter with olive oil comes from – “Colives,” of course. At least according to Minneapolis-based advertising agency, Campbell Mithun, in a new spot developed to promote LAND O LAKES® Butter with Olive Oil.

Shot by Irv Blitz, widely regarded as the most respected tabletop director in the United States, the “Colives” spot comes on the heels of the successful campaign for LAND O LAKES® Butter with Canola Oil. Utilizing a real cow on set for the opening frame, Campbell Mithun’s “Colive” spot illustrates the blending of two pure, natural ingredients, symbolized by a cow and an olive, to create the fictitious “colive,” the source of the rich and creamy LAND O LAKES® Butter with Olive Oil.

“With ‘Colives,’ we sought out to use humor and simplicity to build awareness and bring the new

LAND O LAKES® Butter with Olive Oil into America’s households,” said Steve Wehrenberg, CEO of Campbell Mithun. “Our goal with this spot is to not only make this butter a new household staple, but to illustrate the simple goodness Land O’Lakes has come to represent throughout the years.”

Launching June 29, the spot will air nationally and will also include an online banner advertising component, offering a coupon for the new LAND O LAKES® Butter with Olive Oil.

For 75 years, Campbell Mithun has developed integrated communication solutions for Land O’Lakes. “The creation of the ‘colive’ was a way to bring Land O‘Lakes, a brand that has been around for over 85 years, to a new group of consumers,” said Robert Clifton Jr., creative director at Campbell Mithun. “As Land O’Lakes products continue to evolve we have been given the opportunity to introduce the value each brings through such lighthearted communication as “Colives” that will appeal to this audience.”