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Land O'Frost Munster

Land O'Frost's headquarters in Munster is pictured. The company recently launched a national advertising campaign.

Munster-based Land O'Frost has launched a national advertising campaign for the first time in its 60-year history.

The maker of sliced deli meats, breakfast meats and specialty hot dogs and sausages is now running television ads targeting budget-conscious moms across the country. Light-hearted, humorous ads set in a "Sandwich Boardroom" tout the benefits of Land O'Frost Premium Sliced Meats, such as a lack of by-products and added hormones. An anthropomorphic slice of cheese, for instance, makes the pun that Land O'Frost lunch meat is "the only protein I’ve really melted with.”

“The new premium brand campaign speaks to budget-conscious moms who want a wholesome and affordable snack or meal that gives their family the energy to get through their busy day. Through this campaign, Land O’Frost is bringing attention to our flagship brand on a national scale and supporting our aggressive growth plans,” said Reggie Moore, senior vice president of sales, marketing and innovation for Land O’Frost. “We are excited to go live with this campaign today as it provides us a platform to introduce Land O’Frost to many new consumers that will experience our high-quality products for the very first time.”

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The ads will appear on network television, cable television and syndicated programs, as well as online and on social media. Land O'Frost, a third-generation family owned company that has historically advertised only regionally, expects its new campaign will reach 91 percent of U.S. households.

“Understanding this was the company’s first national campaign, we wanted to develop advertising that would be talked about,” said Kevin Houlihan, president and chief creative officer at Merge Chicago. “When looking to highlight the wholesomeness of the product, it was an easy choice to turn to the other ingredients of a great sandwich to help tell the story of Land O’Frost Premium Sliced Meats.”

Land O'Frost, which also has a plant in Lansing, is the third largest sliced deli meat company in the United States. It decided to relocate its corporate headquarters to Munster in 2013.

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Business Reporter

Joseph S. Pete is a Lisagor Award-winning business reporter who covers steel, industry, unions, the ports, retail, banking and more. The Indiana University grad has been with The Times since 2013 and blogs about craft beer, culture and the military.