Land O'Lakes will have a big Super Bowl presence, when the Kansas City Chiefs take on the Philadelphia Eagles. The 101-year-old farmer-owned cooperative is releasing a spot developed in partnership with creative agency of record, Battery.

The 60-second spot dubbed "Not a Big Ad," is rooted in the message that "America’s favorite dairy brand" is a major part of the big day: it’s cooked up in home kitchens across the country, served up in our living rooms, and the recipes are passed down year after year. However, the co-op farmer-owners are simply too focused on bringing the best and highest quality product to consumers, that a big flashy broadcast campaign simply isn’t on their minds. They have bigger fish to fry. And cows to milk. It’s thanks to these hard-working farmer-owners that some of the most delicious foods accompany the big game each year. 

Building on the brand’s Eat It Like You Own it campaign platform, the spot launches Sunday, Feb. 12, across social platforms including Facebook and Instagram.

“More important than any amount of big game airtime is giving credit where credit is due. That’s why we’re putting the spotlight on our dedicated community of farmer-owners and the work that goes into every Land O’Lakes product that ends up in delicious foods on tables across the country," said Heather Malenshek, senior vice president and chief marketing officer, Land O’Lakes.