Land O Lakes Puts Shopper Marketing Focus on Cheese

According to PROMO, Land O Lakes crunched some of its shopper marketing data to come up with its first in-store program specifically designed to boost sales of its premium deli cheeses. PROMO staff writer, Patricia Odell reports that the company and its agency, MarketingLab, took a close look at the profile of its target and the typical deli shopper: a stay-at-home mom in her 40s with a high household income and children still living in the home. The analysis also found that this mom is saving money by cooking and eating at home rather than dinning out, but would like to prepare something special. Land O Lakes is capitalizing on the shopper who is looking to cook more, if not better at home--even if the recession's crunch has yet to hit their family. Land O Lakes decision to roll out a new product amid the financial crisis may be a risky gamble. What do you think?