Land O'Lakes' first brand campaign features small kindnesses (and butter)

Spots from The Martin Agency show good deeds and good food

Land O’Lakes has long advertised its butter and cheese offerings, but a new campaign out today from The Martin Agency focuses on the brand itself, a first for the dairy producer. The "Add a Little Good" campaign comprises a series of 30-second TV spots, print ads and social media posts depicting wholesome and generous people. A helpful teenaged deli customer gives up his place in line to a busy mother, a child helps prepare a meal destined for the soup kitchen and hard-working farmers rise and shine to care for dairy cows — all set to verse. The print ads feature colorful and stylized photos of butter-dependent baked goods.