Land O' Lakes Reviews Agency Roster For Dairy Brands

Namesake Butter Business Has Been With Mithun For 82 Years

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Land O'Lakes Butter with Olive Oil & Sea Salt
Land O'Lakes Butter with Olive Oil & Sea Salt  Credit: Land O'Lakes, Inc./Business Wire

Land O'Lakes is reviewing its dairy foods business, which includes brands like Land O'Lakes, Kozy Shack, Sautee Express and Alpine Lace.

The marketer has been working with Interpublic's Mithun, Minneapolis, which has handled the Land O' Lakes brand, media included, for about 82 years. The marketer also works with MDC Partner's Colle & McVoy on creative and media, it's believed, for the Kozy Shack brand; that shop also handles digital and social for the dairy brands.

The Arden Hills, Minn. company declined to comment.

The review is being handled by consultant Select Resources and comes four months after Tim Scott was named Land O'Lakes new chief marketing officer. Prior to his new role at the brand, Mr. Scott was McGarryBowen's international CEO and president of the agency's Chicago office. Mr. Scott succeeded Barry Woflish, who had been the head marketer for more than 15 years. He stayed at the company, but moved into the role of senior VP of M&A and Ventures.

Mithun said in a statement that it will participate in the review. "The consolidation would allow us to engage consumers with Land O'Lakes through all of the core capabilities of Mithun, including digital creativity, media and technology," said the agency in a statement.

Colle & McVoy declined to comment, and it's unclear if the agency was invited to participate in the review.

Land O' Lakes dominates the butter market in North America, controlling a 27.6% share, with sales of $683 million in 2014, according to Euromonitor International.

Though the company has other divisions such as Purina Animal Nutrition and agriculture brand Winfield, the Land O'Lakes brand is the biggest consumer-facing product despite its low marketing spending. In 2014, the company spent $8.1 million on Land O'Lakes U.S. measured media, according to Kantar Media, less than half of the nearly $20 million it spent in 2013.

Contributing: E.J. Schultz

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