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Case Study:

Land O’ Lakes Purina Feed

Time Period: 2008 – Present

  • National Media Relations
  • Local/Rural Community Relations
  • Social Media Management

VAN LEUVEN Communications has supported Land O’Lakes Purina Feed since 2008 and generated more than 15 million media impressions on their behalf nationwide. In addition to Purina’s national campaigns, VLC manages their Purina Poultry Facebook page, writes for Purina’s national flock, pet, goat and rabbit e-newsletter program and assists with community media relations nationwide for Purina’s more than 4,700 local dealers.

In 2010, VLC worked to strengthen customer relations through the e-newsletter program, featuring a Purina customer and their pet in each e-newsletter issue. Open rates for the e-newsletter program are now at more than 30 percent for all species.

Since 2009, VLC has managed media outreach for Purina’s flock brand in a variety of ways, beginning by generating television and print coverage throughout the nation for the America’s Fanciest & Funniest Chicken photo contest. In Spring 2010, VLC supported more than 300 Purina dealers in their local promotion of Chick Days, gaining local media coverage for dealers across the U.S. in support of the backyard chicken movement. VLC saw continued success with the Chick Days program in 2011 with more than 3.7 million impressions nationwide. In Spring 2011, VLC increased their involvement with the poultry/flock brands with the creation of Purina Poultry Facebook page and affiliating with home and gardening expert, P. Allen Smith. VLC also facilitated a new product launch, Purina® Layena® Plus Omega-3, with national placements and product features throughout poultry and lifestyle magazines including Mother Earth News, GRIT Magazine, Poultry International, Poultry Times, Poultry Press and Agrimarketing.

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