Not a Big Ad

As the Chiefs and the Eagles prepare to face off in Super Bowl LVII, the excitement builds for the most important part of the evening – the food. Land O’Lakes, the 100-year-old brand that’s been showing up on tables since the very first big game, is releasing a spot developed in partnership with creative agency of record, Battery.

The 60-second spot is rooted in the message that America’s favorite dairy brand is a major part of the big day: it’s cooked up in home kitchens across the country, served up in our living rooms, and the recipes are passed down year after year. However, the co-op farmer-owners are simply too focused on bringing the best and highest quality product to consumers, that a big flashy broadcast campaign simply isn’t on their minds.

Dubbed ‘Not a Big Ad’, the campaign shines a light on Land O’Lakes farmers, who are too busy to be in a commercial. They have bigger fish to fry. And cows to milk. It’s thanks to these hard-working farmer-owners that some of the most delicious foods accompany the big game each year.