Land O' Lakes is shifting to a new digital agency, Nina Hale, following a five-month competitive review. Digital incumbent The Martin Agency participated in the review.
The Minneapolis-based agency will oversee strategy and planning for Land O’Lakes U.S. Dairy Foods and will collaborate with creative agency Folklore on creative activations.
The agency has worked with a handful of Land O’Lakes brands over the past eight years, including Purina Animal Nutrition, WinField United, and Mazuri. It was awarded search agency of record for Land O’Lakes U.S. Dairy Foods business last spring.
This account win represents the first time the company has consolidated both search and digital under one shop.
“Their team’s deep understanding of analytics and measurement and their ability to work with meaningful data really stood out to us as we sought an agency partner," says Julie Scheife, digital marketing director at Land O’Lakes. "With analytics strength, Nina Hale showcased a unique understanding and connection strategy to our core target.”
The agency has already begun work for its new client. Its first campaign is expected to break in the second quarter.