The Drum Awards for Marketing - Extended Deadline

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Date: Sep 2018
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Land O’Lakes knows that breakups can be messy, especially when you’re trying to spread hard butter on soft food items. That’s why the dairy brand launched a new Soft Squeeze Spread and campaign designed to make our lives a little easier.

The campaign consists of original breakup songs highlighting each non-spreadable disaster. ‘You’re Tearing Me Apart (Food Breakup Song)’ is the compilation, showing poor toast, pancakes and corn not standing a chance against the stubborn butter. Only when Soft Squeeze Spread comes into the picture does the solution present itself. The song is a twangy 50s-style breakup ballad.

‘You Used to Call Me Muffin’ is an R&B groover, while ‘Love Slipped Away’ about corn, is a corny 80s power ballad. ‘The Cold, Hard Truth About Cold, Hard Butter’ is a pop-punk anthem while ‘Our Love is Toast’ is a Motown heartbreaker.

The songs were composed by a music company, conveniently called Butter.

Credits

Client Credits:

Chief Marketing Officer: Tim Scott

Executive President & COO, Dairy Foods: Chris Roberts

Sr. Marketing Director, Dairy Foods: Catherine Fox

Director, Integrated Marketing Communications: Julie Anderla

Sr. Manager, Integrated Marketing Communications: Anna Squibb

Integrated Marketing Communications Specialist: Linzey Sarreal

Content Marketing Associate: Gabi Winkels

Community Manager: Kealy O’Neill

Director, Insights & Strategy: Lynn Franz

Marketing Manager, Dairy Foods: Ryan Stalker

Brand Manager, Dairy Foods: Ann Stuart

The Martin Agency Credits:

Chief Creative Officer: Karen Costello

EVP Group Creative Director: Jerry Hoak

SVP Creative Director: Anne Marie Hite

Art Director: Raiven Delisle

Copywriter: Molly Burke

Executive Producer: Kerry Ayers

Executive Producer: Kim Zaninovich

Senior Content Producer: Liza Miller

Junior Content Producer: Arielle Blais

Michelle Daidone – Group Media Director, VP

Santia Nance – Media Supervisor

Devon Dorney – Media Planner

Mark Shank – Assistant Media Planner

Ana Costa – Local Buyer

Demian Brink – Analytics Director, SVP

Business Affairs Supervisor: Alice Isner

SVP Group Account Director: Walker Teele

Account Director: Chloe Bos

Account Executive: Laura Holland, Kendall Gardiner

Project Managers: Ashley Althizer, Danielle Cin

Financial Account Supervisor: Elizabeth Moore

Associate Digital Producer: Shaun Roach

Senior Studio Artist: Margaret Griffith

Group Strategic Planning Director: Iris Coldibelli

Strategic Planning Director: Christie Chaffee

Senior Strategic Planner: Hank Thornhill

Strategic Planner: Lauren Tresco

Associate Strategic Planner: Stuart Good

Production:

Production Company: Spang TV

Director: Anneke Schoneveld

Director of Photography: Danny

Line Producer: Erin Surber

Executive Producer: Melanie Cox

Editorial:

Editorial Company: Mondial

Editor: Nick Wurz

Producer: Ash Bruce

Finishing:

Telecine: CO3

Senior Colorist: Billy Gabor

Online Finishing Artist: Chris Hagan

Producer: Katherine Brackman

Sound:

Audio Post Facility: RainMaker

Sound Designer and Mixer: Mike O’Connor

Producer: Clinton Spell

VO Talent: Emily Tarver

Music:

Music Company: Butter

Musicologist: Sandy Wilbur with Musiodata

Composer: Multiple Composers

Producer: Kristin Kuraishi