Choose It. Make It. Own It.

Client

Land O’Lakes Foodservice

Challenge

Land O’Lakes Dairy Foods brands are easily recognized and beloved by at-home bakers and cooks across the nation. Their Foodservice side of the business however does not have the same level of notoriety; therefore, Land O’Lakes Foodservice set out to resonate with commercial and non-commercial foodservice operators by leveraging the authenticity and energy of the overarching Land O’Lakes Dairy Foods brand while addressing the specific needs and decision-making priorities of their target audience.

SOLUTION

To address this challenge, LOLFS and Curious Plot developed the “Choose It. Make It. Own It.” campaign. Through bold, idiom-esque messaging and candid visuals, this campaign captured authentic moments and dishes that dove attention while highlighting the benefits of the LOLFS brand. The messaging strategy emphasized the power of choice, creativity and ownership, tailored to meet the needs of foodservice operators. This approach was implemented across various media placements, ensuring consistent messaging through ad campaigns, sales materials, trade show booths and social media.

RESULTS

The campaign achieved notable success within its first year. A survey revealed that 57% of respondents were more interested in LOLFS products after seeing the ad, and 58% indicated an increased likelihood of purchasing LOLFS products in the future. Additionally, 33% felt the ad significantly differentiated LOLFS from other brands, while 46% felt that the LOLFS brand was, “on its way up, improving and innovating.” The campaign demonstrated strong ad recall and positive momentum, indicating successful engagement with the target audience. The tagline “Choose It. Make It. Own It.” effectively reinforced the association with cheese, a key product focus for LOLFS.

The “Choose It. Make It. Own It.” campaign not only strengthened the connection between LOLFS and its target audience but also provided a cohesive framework for brand consistency across various marketing channels. This strategic approach ensured that the campaign’s impact extended beyond initial ad placements, enhancing brand visibility and engagement at trade shows and on social media platforms.

This case study highlights the effectiveness of a well-crafted B2B campaign that leverages existing brand strengths to address specific market challenges and drive meaningful engagement with a targeted audience.

57% REPORTED INCREASED INTEREST IN LOLFS PRODUCTS AFTER SEEING THE CAMPAIGN

58% WERE MORE LIKELY TO PURCHASE LOLFS PRODUCTS FOLLOWING THE CAMPAIGN

46% DESCRIBED THE LOLFS BRAND AS “ON ITS WAY UP, IMPROVING AND INNOVATING”