A funny new campaign
makes a tasty point
into a board room
Newly-formed agency Merge Chicago has decided to bring sandwiches to life — literally — for Land O’Frost, a 60-year-old Lansing, IL-based sliced meats brand that is looking to make gains in the grocery aisle and disrupt the staid packaged lunchmeat category.
For its first-ever national advertising, Land O’Frost reportedly wanted irreverent, arresting work with a strong point of view. The brand also needed its core attributes — wholesomeness and affordability — to come through clearly in the work.
The new campaign seems to be on strategy as actors in sandwich-item costumes explain how Land O’Frost Premium Sliced Meats are the budget-conscious, protein-packed choice.
Directed by sketch comedy director Ben Weinstein of Quriosity, the 15- and 30-second spots reinforce the brand’s message: Land O’Frost Premium Sliced Meats have no by-products, contain no added hormones and are a wholesome, affordable solution for moms and decision makers. Hence, the new tagline, “A Slice Above.”
For someone like me — who loves a delicious combination of meat (preferably honey ham), bread (multi-grain), cheese (Muenster), lettuce, tomato, onion (red) — the commercial speaks for itself.
“This is Land O’Frost Premium’s introduction, so it was critical that the creative achieve more than typical CPG goals, like recall and purchase intent,” explained Kevin Houlihan, President and Chief Creative Officer of MERGE. “The boardroom characters bring the brand to life and make it meaningful to people.”
“This campaign speaks to budget-conscious moms who want a wholesome and affordable snack or meal that gives their family the energy to get through their busy day,” added Reggie Moore, SVP of Sales, Marketing and Innovation for Land O’Frost. “It provides us a platform to introduce Land O’Frost to many new consumers who will experience our high-quality products for the very first time.”
For its first-ever foray into national advertising, the spots, which target moms and decision makers, are like the creative brief requested, fun and very watchable. Not a bad start for MERGE Chicago creatively. The campaign launched last week on network TV, cable and in syndication, the campaign is expected to reach about 91 percent of U.S. households.
Client: Land O’Frost
Chief Creative Officer: Kevin Houlihan
Creative Directors: Stefanie Lyons, Dimitri Poulios
Associate Creative Director/Art Director: Brian Colbert
Associate Creative Director/Copywriter: Kevin Sheehan
Sr. Producer: Nathen Grigsby
Copywriter: Alissa Tulacro
Art Director: Jessica Burkhart
Production Company: Quriosity
Director: Ben Weinstein
Contact Colin Costello at email@example.com or follow him on Twitter @colincostello10.