• by Fern Siegel , May 6, 2022

Land O’Frost just debuted a meaty campaign.

The company, which produces lunch and deli meats, markets its products under the DeliShaved, Land O'Frost, Bistro Favorites and Premium names. It began in 1941 and is a third-generation family-owned business.

The “Sandwich Board” campaign, created by the Merge agency, runs through 2022. It focuses on the company’s flagship brand, Land O’Frost Premium Meat.

The target the 25 to 44 demo, adults that are budget-conscious and looking for affordable meal options for their family.

“In a low awareness category, there is a need to find ways to differentiate, entertain and connect with your target. The Sandwich Board spots deliver a memorable balance of flavor and comedic smile, without relying on the more expected bite-and-smile formula,” Kevin Sheehan, SVP group creative leader, Merge, told Agency Daily.

The new creative spots comprise two TV spots, “Fitness” and “Wee,” running on CTV, streaming and cable. Four social executions on TikTok, Instagram and Facebook, including “Deli Dance Conference.”

Merge’s roster includes Kate Spade, LG, AIG and American Express. In 2018, Land O’Frost acquired Wellshire Farms.