Agency Updates

MERGE Debuts New Creative Spots for Land O’Frost National Advertising Campaign

Storytelling and technology to spotlight humorous personification of sandwich ingredients illustrating healthy and affordable deli meat products for consumers

PUBLISHED: 5/2/2022

(CHICAGO, May 2, 2022) -- MERGE, a premium storytelling technology company and its client Land O'Frost, Inc., one of the nation’s best-selling brands of pre-sliced deli meats and a producer of specialty meats, announced the debut of its latest collaboration with television and social media advertisements as part of the integrated national advertising campaign Sandwich Board.


The ongoing Sandwich Board campaign is dedicated to the client's flagship brand, Land O'Frost Premium Meat and elevating the brand's awareness and preference while breaking through the highly competitive market. Utilizing storytelling and technology, MERGE created several bold creative spots that differentiate from the "bite and smile" advertising tactic often taken in the consumer packaged goods industry. 


"Our goal was, and always is, to evolve the Sandwich Board campaign in better, bolder ways. Bringing our characters into the grocery store, upping the physicality and fun and being more intentional with our approach to social not only makes this round of creative more memorable and relevant, but also singular amongst the competition," said Kevin Sheehan, SVP Group Creative Leader.


The new creative spots, created and produced by MERGE with Quriosity Productions LLC and Director Ben Weinstein, continue to share Land O’Frost’s promise to provide consumers with healthy yet affordable meal options through its Premium Meat product line. 


The spots feature the humorous personification of healthy sandwich ingredients—The Sandwich Board—to bring its healthy and affordable brand promise to life in a variety of scenarios that are both entertaining and relatable to the audience.  


"We're excited about our continued push into TikTok and other emerging media. With this new creative built specifically for those platforms, we believe the Land O’ Frost brand will grow even stronger in the hearts and minds of today's consumers," said Shanta McGahey, Director of Insights and Integrated Marketing Communications for Land O’Frost.


The new spots were kicked off on May 1, 2022, on U.S. television and social media, including two: 15 TV spots, "Fitness" and "Wee," and four social executions on TikTok, Facebook and Instagram, "Deli Dance Conference" and "Bread Travel Tips."


The TV ads and social ads can be viewed here.