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Thursday, January 17, 2013

Land O’Lakes launches “Mom Wins” advertising campaign by Campbell Mithun

Land O’Lakes’ new “Mom Wins” spot by Campbell Mithun serves up a dinner victory for moms as it kicks off a national advertising effort to launch the Sauté Express® Sauté Starter product to consumers.  The spot celebrates the “one step, no prep” ease of making quick and delicious meals – courtesy of the sauté starter with butter, olive oil, herbs and spices – along with a mom’s other daily victories in a busy household.

“We don’t underestimate the value of that victory moms can feel when preparing meals for their families,” said Peggy Ellingson, vice president of innovation and new business development at Land O’Lakes. “In fact, this is the first of many products we’re developing as part of our cooking platform strategy to help moms win the daily what’s-for-dinner battle. If we can help mom win at mealtime, everybody wins.”
“A team effort brought this campaign to life,” said Heath Rudduck, chief creative officer at Campbell Mithun. “And at the center of it is the busy mom who can command a hectic but wonderfully rewarding family life. We agency partners worked together, lock step with the client, to develop a campaign that introduces the product directly to this busy mom -- with the relaxed and real feel of a modern family household.”
The advertising campaign will run on national television and as digital banners from mid-January to mid-April 2013. The product began appearing in dairy aisles in October 2012 and was named in December 2012 among DairyFoods top ten “Best New Dairy Products of 2012.
Sauté Express® Sauté Starter comes in a single-variety package of six 1-ounce squares.  By simply tossing the pre-measured, butter-based square into a heated, non-stick sauté pan, moms can cook a wholesome, flavorful and sizzling meal in 30 minutes or less – no additional prep time required. Each square combines the fresh flavors of butter, olive oil, herbs and spices.  Four varieties are available:  Garlic & Herb, Italian Herb, Savory Butter & Olive Oil and Lemon Pepper.  Suggested retail price is $3.79.