Being a mother is a rewarding, but often challenging job. Land O’Frost and HY Connect sought to better understand busy moms and their lives. They discovered that more and more moms are seeking what the two companies have termed “The Mom Zone” – a mindset where moms are able to find ways to simplify their lives and let go of perfectionism, allowing them to gain back some time and energy to focus on the things that matter. It is this pursuit and achievement of the “Mom Zone” mindset that Land O’Frost celebrates in its recently launched campaign.
“It was important to feature women in the spots who were relatable to our target moms,” said HY Connect Creative Director Stefanie Lyons. “We wanted to convey a candid attitude about how it feels to be a mom ‘in the zone’. Casting improv actresses helped to accomplish this.”
Land O’Frost, a family-owned company, provides a variety of wholesome, great tasting lunchmeats, making lunchtime a little easier for moms. HY Connect developed an integrated campaign based on the Mom Zone insight, highlighting Land O’Frost lunchmeats as one way to help moms get in a positive groove. The work includes two television spots each featuring a fun, energetic mom against a blue backdrop that evokes the Land O’Frost Premium product’s packaging color. The work also includes tasty-looking sandwiches made with Land O’ Frost lunchmeat, of course. The spots are currently running in 21 markets across the country. The effort also includes a national digital buy, driving consumers to a campaign landing page. Check out the spots now: Families and Mommy Gold.