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.
Trends in the Kitchen
Land O'Lakes identified three key consumer trends that aligned with the development of the new Sauté Express® Sauté Starter product and supported the idea of moms wanting additional help to put a fast and tasty dinner on the table: butter usage is on the rise, as confirmed by Euromonitor projections of 10 percent volume sales growth from 2011 to 2016; busy moms want convenience, nutrition and flavor in dinner preparation; and people simply are eating more at home, as confirmed by a 2012 food trends cooking report from the Center for Marketing Intelligence (72 percent in 2010 compared to 52 percent in 2003).
"Mom Wins" Agency Credits
"Mom Wins" Production Credits
This past Monday our second group of on-site Miami Ad School students arrived. This passionate gang – five writers, one art director – already has added their own bit of energy to Campbell Mithun. So far, they've spent their first few days getting settled and intimidating fellow elevator riders.
They compiled these introductory tidbits. So meet the Miami Six (II). We dare you not to love them (listed L to R as they appear in photo):
Kaitie, art director: Kaitie is a skilled painter, talented art director, and just plain nice. If you can't get along with her there is something disturbingly wrong with you. Seek help.
Kelly, writer: A (not entirely repeatable) Wisconsin poetess. She is a Green Bay fanatic and fellow tea lover, even if she does drink it by the bucket.
Andrew, writer: An improvisation ninja, Andrew sets out to make the next awkward moment at the awkward bar even more awkward by revealing his hidden talent.
Simon, writer: It’s not every day your desk is next to a foul-mouthed, skinny tied, ginger Irishman. He’s not leprechauny or anything but, it's obvious he's come to bring us native Northerners some luck of the… you get it.
Sandra, writer: A Swede with "very good English," Sandra enjoys making films, entering contests, and anything that will block the wind on her 3-block walk from the bus.
Maddy, writer: This tiny little ball of joy has an open mind just as big as her smile. She’s a crafty one who can warp her words into anything she wishes and make you believe anything she desires.
P.S. That guy in the framed portrait? That’s Ray Mithun.
“Because that’s what health insurance is. A promise.”
MINNEAPOLIS – Wellmark Blue Cross and Blue Shield just launched its new “Promises Matter” campaign, via agency partner Campbell Mithun, in a move to proclaim its confidence as a health insurance company that knows who it is, what it stands for and what it believes. The work directly communicates the trust and integrity that’s both central to Wellmark’s identity and increasingly valued by consumers navigating the shifting healthcare landscape.
“By showing our belief in and respect for the power of promises, this campaign brings the company’s core belief of integrity to life in a very human way,” said George Hanna, executive vice president of sales and marketing at Wellmark. “When people are managing something as important as their health, that really does matter.”
The campaign showcases everyday scenarios of real-life promise keeping, from a dad who catches his jumping daughter in a pool to a couple celebrating decades of marriage. Other executions actually personalize Wellmark by featuring real employees: Laura, from claims, promises “I will see a face behind every claim”; Dennis, from customer service, promises “I cannot cure pain, but I can ease pain.” Eight staff members are featured in the brand video, whose voiceover says, “At Wellmark, we believe the promises a company makes are no different than the promises people make.”
“You can’t bring an idea like Promises Matter to just any client. The company has to believe it,” said Reid Holmes, executive creative director at Campbell Mithun. “Our research proved that consumers who put their trust in Wellmark aren’t just putting blind faith in a company, but in people who believe integrity is fundamental to how they work.”
Creative executions for “Promises Matter” include: brand video, TV, print, digital banners, out of home and radio. The campaign will run regionally with a variety of related executions through 2013.
The integrated campaign debuts the first work created by Campbell Mithun since winning the Wellmark business late in 2011. The agency maintains a substantial health practice and has served clients including Airborne, Children’s Hospital of Philadelphia, Easter Seals, Eli Lily, Kimberly-Clark, The Mayo Clinic, Novartis, Pfizer and Sonovion brands (Xopenex, Lunesta), among others.
Chief creative officer: Heath Rudduck
Executive creative director: Reid Holmes
Copywriter: Joe Stefanson
Art director: Randy Gerda
Director of integrated production: Kathy DiToro
Executive producer: Bill Smallacombe
Print producer / art buyer: Bill Schneck
Creative technologist: Ryan Payne
Director of strategic planning: Lynn Franz
Account director: Amy Wexler
Production studio: Jonathan Chapman Motion
Director: Jonathan Chapman
Edit studio: Channel Z
Editor: Mike Weldon
Wellmark, Inc. (www.wellmark.com) does business as Wellmark Blue Cross and Blue Shield of Iowa. Wellmark and its subsidiaries and affiliated companies, including Wellmark Blue Cross and Blue Shield of South Dakota and Wellmark Health Plan of Iowa, Inc., insure or pay health benefit claims for more than 2 million members in Iowa and South Dakota. Wellmark Blue Cross and Blue Shield of Iowa, Wellmark Blue Cross and Blue Shield of South Dakota, and Wellmark Health Plan of Iowa, Inc. are independent licensees of the Blue Cross and Blue Shield Association.
Good news: Our holding company Interpublic Group recently earned a 100 percent rating in the Corporate Equality Index (CEI), an annual survey for policies/practices related to gay, lesbian, bisexual and transgender (GLBT) employees and their families. The Human Rights Campaign (HRC) issues the report, which has become a premiere national benchmark for LGBT workplace inclusion, and businesses rated 100 percent are recognized as “Best Places to Work for LGBT Equality.”
For our employees, the perfect score is confirmation of IPG’s commitment to becoming the most inclusive network of marketing services companies. The score was earned after a comprehensive audit of policies, including medical coverage, non-discrimination policies, employee guidelines and training -- as they relate to LGBT employees and their partners.
IPG actually first earned a perfect score back in 2010, when we became the first global marketing services holding company to be included on HRC’s “Best Places to Work for LGBT Equality” list.
Actually, we’re the only major global advertising holding company to achieve this goal.
Editor’s note: Augsburg College granted permission for the posting of the release below, which originally appeared on their website.
MINNEAPOLIS — Steve Wehrenberg, chief executive officer of Campbell Mithun, was elected this fall to serve a four-year term as a member of the Augsburg College Board of Regents.
Wehrenberg '78 holds a bachelor's degree in English from Augsburg College and is a 30-year veteran of the advertising industry. He became Campbell Mithun's CEO in 2007 and since has provided expert leadership for many of the company's most successful and award-winning campaigns.
"I am excited to reconnect with the Augsburg community," Wehrenberg said. "The institution has grown and evolved since I was a student. It's a surprising and delightful place for students of all kinds to learn and grow."
Wehrenberg recently was a distinguished presenter for Augsburg College's Strommen Executive Speaker Series. He teaches a strategic communications graduate course at the University of Minnesota, and he has co-written a new edition of "The Successful Marketing Plan." As a Board of Regents member, Wehrenberg will serve on the finance and the enrollment management and marketing committees.
"Steve brings to Augsburg's governance invaluable talents and experience from his work at Campbell Mithun," said Augsburg College President Paul C. Pribbenow. "He will engage our College community in strategic conversation around enrollment planning and market position. And, Augsburg is fortunate to have a high-caliber professional like Steve sharing our College vision and mission in circles that reach far beyond campus."
Wehrenberg's volunteer work includes serving on the board of the Greater Twin Cities United Way. He is a member of Grace Lutheran Church in Apple Valley, Minn.
In addition to Wehrenberg's appointment, the Augsburg Corporation this year elected three other individuals to four-year terms on the Board of Regents. They include:
– Jennie Carlson, executive vice president of human resources for U.S. Bancorp;
– Pam Moksnes '79, management consultant; and
– Curt Sampson, chairman and director of Canterbury Park Holding Corporation.
Jodi Harpstead, CEO of Lutheran Social Service of Minnesota, was elected chair of the Augsburg College Board of Regents at its May 2012 meeting and began her term on July 1.
About Augsburg College
Augsburg College is set in the vibrant Cedar-Riverside neighborhood of Minneapolis, and offers more than 50 undergraduate majors and nine graduate degrees to more than 4,000 students of diverse backgrounds. The trademark of an Augsburg education is its emphasis on direct, personal experience. Guided by the faith and values of the Lutheran church, Augsburg educates students to be informed citizens, thoughtful stewards, critical thinkers, and responsible leaders.
Digital AOR Campbell Mithun created video series and Facebook app to end freezer-to-fryer chicken mediocrity
ATLANTA (September 13, 2012) – With the 2012 election season heating up, Popeyes® Louisiana Kitchen and its digital AOR Campbell Mithun have launched a series of “Vote Handcrafted” videos in a campaign to end freezer-to-fryer chicken mediocrity. The video series depicts “Handcrafted Debates” -- between candidate Handcrafted Tender and his freezer-to-fryer chicken-strip opponent -- about topics which so far have included an introductory “attack ad,” “The Economy,” “Global Warming” and, just released, “Meet the Running Mates” (which introduces us to six bold signature dipping sauces).
A “Get out the Vote” Facebook app encourages sharing/liking of the videos and offers chicken lovers opportunities to win one of hundreds of weekly prizes, such as free chicken coupons or free T-shirts, or even a grand prize trip to New Orleans. Popeyes is tapping the election rhetoric to challenge consumers to “Vote with your mouth!” to prove that Handcrafted Tenders taste better than the pressed, molded, freezer-to-fryer alternatives.
“Many chicken tenders are formed and pressed in a factory and then thrown straight from the freezer into the fryer at the restaurant. At Popeyes, we refuse to take these kinds of shortcuts,” said Hector Munoz, vice president of Marketing at Popeyes. “These Handcrafted Debates celebrate, in a humorous and memorable way, the time and attention we put into preparing our tenders, that’s central to our Louisiana-style home cooking.”
“This election season offers perfect timing to get vocal in support of Popeyes Handcrafted Chicken Tenders,” said Heath Rudduck, chief creative officer at Campbell Mithun. “They're the real-deal and the greatest chicken-tender candidate in the known universe.”
A new Handcrafted Debate video will debut at regular intervals through November 2012, creating a series of approximately ten spots. Forthcoming topics facing Handcrafted Tender and his opponent include: “Experience,” “Being Handcrafted” and “Closing Arguments,” among others.
Gaining Digital Traction
Additional digital work developed for Popeyes by Campbell Mithun includes the “Mood Wing” and “Rip’n Chick’n” programs to support Popeyes’ May and June limited time offerings, as well as a redesign of www.Popeyes.com to enhance navigation and organization, increase messaging capacity, identify Popeyes’ strong social media presence, and integrate content from sites serving investors and employees.
Digital efforts are paying off for the brand, whose customers are very active in the social media space: the Mood Wing app increased Popeyes’ Social Engagement Score by 48 percent and contributed to a 71 percent increase in traffic to Popeyes.com from social sites; the Rip’n Chick’n bookmarklet was downloaded by nearly 10,000 users, produced more than 100,000 page views and contributed to Popeyes’ second highest month ever for website traffic.
About Popeyes® Louisiana Kitchen (NASDAQ: AFCE)
Founded in 1972 in New Orleans, Popeyes is a leader in the New Orleans segment of the foodservice industry and is the world's second largest quick-service chicken concept based on the number of units. As of July 8, 2012, Popeyes had 2,049 restaurants operating in the United States, Puerto Rico, Guam, the Cayman Islands and 25 foreign countries. For more information, visit the Popeyes Louisiana Kitchen Web site at www.popeyes.com.
Marlena Jordan-Childress and Michael Santee to join agency’s media unit
MINNEAPOLIS – Campbell Mithun’s 2012 Lucky 13 internship may end this week, but two of the eight summer interns -- Marlena Jordan-Childress and Michael Santee – will stay as the newest employees in the agency’s Compass Point Media unit. Jordan-Childress is a Chicago native and University of Minnesota graduate; Santee graduated from Drake University and hails from Kansas. They were among the nearly 400 applicants who competed for the internship via a 13-tweet job application that brought eight interns from seven different states (and Guatemala) to Minneapolis for the summer.
“Continued growth of our media business opened up positions for Michael and Marlena, who worked on that team,” said human resources director Debbie Fischer. “Saying goodbye to our summer interns always is tough, and our 2012 Lucky 13ers were another fantastic group of young professionals – we are so thrilled to offer positions to two and wish those who are moving on continued success as they pursue their careers or return to school this fall.”
Of course Jordan-Childress and Santee couldn’t be happier:
“This summer has been the most amazing summer of my life!” said Jordan-Childress. “I gained a great deal of knowledge working alongside an exceptional group of talented individuals and am so fortunate this experience is not coming to an end.”
“I was ecstatic when I got the job offer,” added Santee. “It really is a dream come true that I get to work at Campbell Mithun.”
The 2012 Lucky 13 Summer Experience
Each of the 2012 Lucky 13 interns joined agency account teams in their respective disciplines: art director, copywriter, account management, strategic planning and media. In addition to doing real work for real agency clients such as Land O’Lakes, General Mills, Key Bank, Purina, SuperValu and GreatClips, the interns formed the eight-person team serving Cornerstone, a domestic-violence prevention agency that won the pro bono services via social-media vote conducted by Campbell Mithun in partnership with Greater Twin Cities United Way.
What did the 2012 interns learn? See blog posts by interns Cody Levin and Dennis Bukowski for summaries of their summer experiences, but specific answers to that question are posted below. And in spite of being asked separately, the interns had a common answer, collaboration:
About the Lucky 13 Internship
This summer marked the seventh year Campbell Mithun has run its Lucky 13 Internship program. The internship’s name celebrates the agency’s history and culture. Though conventional wisdom finds 13 an unlucky number for some, Ray Mithun, co-founder of Campbell Mithun, once said, “If 13 is unlucky for some people, it must be lucky for someone else.” The Lucky 13 Internship program seeks to find those individuals who can be someone else -- those who have the courage to go against the grain and to believe in original ideas and creative solutions.
Campbell Mithun moved the Lucky 13 application process to Twitter in 2011, and in 2012 attracted 380 applicants from 33 states, 16 countries and 103 colleges/universities. During the 13-day application window, more than 4,400 #L13 tweets were posted; a team of more than 20 agency employees monitored and responded to the applicants.
Taylor Harris and Amy Parsons honored among “Top 25” media professionals;
Earl Herzog receives Lifetime Achievement Award
MINNEAPOLIS – Compass Point Media received three 2012 Diamond Awards from the Alliance for Women in Media, with Taylor Harris and Amy Parsons honored among the “Top 25” in media and newly retired Earl Herzog receiving the 2012 Lifetime Achievement Award. Two additional agency employees, media negotiator Ben Schulz and search specialist Mahmood Kahn, were among the seventy-five local media professionals nominated to receive “Top 25” awards.
“What a proud evening for the Compass Point Media family,” said Dick Hurrelbrink, president of Campbell Mithun’s Compass Point Media unit. “These are such well-deserved awards. Taylor and Amy consistently deliver smart media work while championing the industry. And Earl Herzog: his lifetime of achievement put Minneapolis on the media map; we all are indebted to him in one way or another.”
About Taylor Harris and Amy Parsons, winners of AWM’s “Top 25” Diamond Awards
Taylor Harris, interactive media strategy supervisor, maintains a significant client load while managing a productive and dedicated team. Her clients, team and even the media community rely on her expert point of view regarding the practical effect of breaking digital trends and technologies. She consistently delivers innovative ideas and contributes to award-winning work. She joined Compass Point Media in January 2010.
Media investments supervisor Amy Parsons negotiates fiercely but fairly for her clients and tirelessly invests in the development of her team. She possesses an inspiring passion for the industry, evident in her recent appearance as a presenter at AWM’s New Season luncheon. With more than 14 years of broadcast negotiations experience, she’s an expert at handling the volatility of the industry with integrity and grace.
About Earl Herzog, winner of AWM’s 2012 Lifetime Achievement Award
Earl Herzog, newly retired from Compass Point Media, joined Campbell Mithun in 1971 (when the price of a SuperBowl spot was $72,000). He helped operationalize the media industry in Minneapolis, including the development of specialties in planning, buying and platform-based negotiations. He contributed to major agency client wins including H&R Block, Kmart, Dow Brands and, more recently, Johnsonville and SuperValu who remain key Compass Point Media clients.
Earl invested tirelessly in the industry, teaching at the U of M’s School of Journalism and holding leadership positions at AdFed, the 4A’s Media Policy Committee and the Business Press Association. He received AdFed’s prestigious Silver Medal award in 2006.
At a recent event to honor his retirement, Earl commented: “I don’t think there’s ever been a more exciting time to be in the media business. My one regret [about retiring] is that the business is getting more exciting and challenging and interesting all the time. Frankly, when you had three networks, and we were debating whether we could ever support a fourth, it was pretty boring media work. Though the business challenges are harder, appreciate what you have. It’s really, really good.”
About the Alliance for Women in Media | Diamond Awards
The Alliance for Women in Media, founded in 1951 as the American Women in Radio and Television, is the longest established professional organization dedicated to advancing women in media and entertainment. Its mission centers on educating, advocating and acting as a resource for its members, the industry and the public. The Minnesota AWM chapter has honored excellence in media with its Diamond Awards for nine years, and 2012 marks the third year it has presented a Lifetime Achievement Award. Website: www.awm-mn.org
Creative work features Circus Juventas professionals performing poses to symbolize the power of coming together to provide shelter, education and independence
MINNEAPOLIS – Campbell Mithun has developed The POWER of WE campaign for Greater Twin Cities United Way featuring circus performers creating three poses -- a house, the ABCs and a wheelchair ramp -- to depict how a community, working together, can serve those who are most in need. The work, featuring St. Paul-based Circus Juventas professionals, marks the eighth campaign donated by Campbell Mithun to support United Way and follows the “Every ONE Counts” 2011 campaign.
“Instead of writing a line that tries to talk about The POWER of WE, we set out to show it in action,” said Bryan DeYoung, associate creative director at Campbell Mithun. “Working with the talented coaches at Circus Juventas was a natural. They gave us a compelling execution that quickly demonstrates a community coming together to make a difference, which is what United Way is all about.”
A community came together in the creation of the creative campaign, as well. Campbell Mithun worked closely with Circus Juventas and United Way to meet requirements that the creative work do three things: include the white “Live United” t-shirts, depict a recipient, and involve real United Way donors. The following donors participated:
· Lydia Botham (forms the top of the 4-person ramp): Land O’Lakes Foundation, United Way donor, Women’s Leadership Council member
· Scott Cummings (makes up the vertical line in the “B”): Accenture, United Way donor, Leadership Giving member
· Nadine Parris (forms the left side of the shelter roof): GE Capital Fleet Services, United Way donor, WINGs member
“We’re thrilled with this fresh approach toward telling the story we love to tell: the collaboration of individuals can really make a difference in our community,” said Kathy Hollenhorst, senior vice president of marketing and communications for Greater Twin Cities United Way. “What a privilege it’s been to watch this work unfold and to anticipate its power as a tool for generating real support for those who need it.”
The POWER of We integrated campaign includes a centerpiece digital video (in varying lengths: :90, :30 and :15) as well as out-of-home billboards, digital banners, mobile banners and a behind-the-scenes video capturing the creation of the work.
The campaign breaks in June, runs into July and will be used in workplace campaigns throughout the fall. Media placements were secured by Haworth Media
The 2012 United Way annual campaign will be chaired by Ecolab CEO Doug Baker and his wife Julie, who have a goal of raising $90 million to address the most pressing needs in the Twin Cities nine-county region.
· Associate Creative Director: Bryan DeYoung
· Production Co.: Jonathan Chapman Photography
· Art Director: Justin Zweig
· Audio Engineer / Composer: Todd Syring
· Copywriter: Haddayr Copley-Woods
· Producers: Miriam Epstein, Bill Schneck
· Post production: Elemental Motion Media
· Retouching: Brad Palm LLC
· Photographer/director: Jonathan Chapman
About Greater Twin Cities United Way
Greater Twin Cities United Way addresses our community’s most critical issues by focusing on three key areas: Basic Needs, Education and Health. The organization attacks poverty on multiple, interconnected fronts to achieve lasting change – through 10 measurable goals – by collaborating with business, government and nonprofit organizations to create solutions and carry out our call to action to LIVE UNITED by encouraging everyone to Give. Advocate. Volunteer. United Way serves people living in or near poverty in nine counties: Anoka, Carver, Chisago, Dakota, Hennepin, Isanti, Ramsey, Scott and western Washington. Join the movement. LIVE UNITED. For more information visit www.unitedwaytwincities.org or call (612) 340-7400.
June promotion features app developed by Campbell Mithun to replace “-ings” with “’n”
MINNEAPOLIS (May 29, 2012) – No “-ing” is safe on the Internet in June, thanks to Popeyes® Louisiana Kitchen, a division of AFC Enterprises, Inc. (NASDAQ: AFCE), launch’n an app turn’n each “-ing” into an “’n.” To celebrate the return of Popeyes Rip’n Chick’n, consumers can start read’n rip’d up web copy by drag’n the Rip’n icon to their bookmarks bar, go’n to their favorite websites and click’n the Rip’n Chick’n tab. The bookmarklet, developed by the restaurant’s digital agency Campbell Mithun, turns everyday content into a surpris’n and entertain’n experience.
“We’re excited about how this digital overlay brings our Rip’n Chick’n promotion to life,” said Dick Lynch, chief global brand officer at Popeyes Louisiana Kitchen. “It enables our customers, who are very active online, to experience this product in a very memorable way.”
Consumers who use the app can share links to their rip’d up content via Facebook or Twitter. The Rip’n Chick’n landing page also features a number of rip’d headlines from across the Internet. Examples:
“The combination of Popeyes engaged consumer base in social environments and its informal, fun-loving brand character lends itself to this kind of digital experience,” said Rachael Marret, president of Campbell Mithun. “Delivering experiences that are entertaining and shareable is essential to helping Popeyes create more buzz and awareness for their Rip’n Chick’n product.”
The Rip’n Chick’n effort follows Popeyes May “Mood Wing” promotion featuring an app which rated the tone of users’ Twitter or Facebook posts to support the restaurant’s Spicy or Mild Bonafide® bone-in Chicken offer. Topline Mood Wing results indicate the promotion brought tens of thousands of incremental visits to Popeyes’ website and a 92-percent increase in traffic generated via social media sites in the first few weeks. That promotion debuted Campbell Mithun’s first work for Popeyes after being named digital agency of record for the restaurant.
About Popeyes® Louisiana Kitchen (NASDAQ: AFCE)
Founded in 1972 in New Orleans, Popeyes is a leader in the New Orleans segment of the foodservice industry and is the world's second largest quick-service chicken concept based on the number of units. As of April 15, 2012, Popeyes had 2,044 operating restaurants in the United States, Puerto Rico, Guam, the Cayman Islands and 26 foreign countries. For more information, visit the Popeyes Louisiana Kitchen Web site at www.popeyes.com.