Campaign of the Week: Land O'Lakes Delete to Feed Targets Instagram Users

If you’ve ever used Instagram, chances are you’ve come across some food photos. But grocery brand Land O’Lakes wants to make those photos a little more rare, while also fighting hunger around the world. As part of a new promotion, the company is donating meals for every person that deletes food photos from their Instagram accounts through the company’s website. So how do consumers view the Land O’Lakes Delete to Feed campaign? We asked 1,000 respondents on October 15-18 about their grocery buying habits and then tested the campaign to see if it made any impact.

Grocery Consumers

In Ask Your Target Market’s latest survey, 7% of respondents said they purchase grocery items daily. 44% buy groceries a few times per week. 38% do so a few times a month. 5% buy groceries less than once a month. And 6% said they aren’t grocery consumers at all.Of those grocery consumers, 60% said that they have purchased Land O’Lakes products at some point. And 31% said they purchase Land O’Lakes products regularly. Additionally, 53% of respondents said that they’ve seen advertisements for grocery products at some point within the past week.

Land O’Lakes Delete to Feed

Overall, 12% of grocery consumers said that they are certain or practically certain that they’ll purchase Land O’Lakes products the next time they go grocery shopping. And 17% said that it would be very probable.Of those who viewed the Land O’Lakes Delete to Feed Campaign, 11% said that they are certain or practically certain about buying Land O’Lakes products the next time they purchase groceries. And 18% said it would be very probable. In addition, 33% of those who viewed the campaign said they currently have an Instagram account. And of those Instagram users, 14% said they would be practically certain about choosing Land O’Lakes for their next grocery purchase after seeing the Delete to Feed promotion. And 17% said it would be very probable.

Brand Attributes

In general, grocery consumers seem to see Land O’Lakes as a brand that is respectable, made by a trustworthy company, provides value and reflects the type of person they are. They also ranked it highly in terms of taste. Those who viewed the campaign were less likely to rank Land O’Lakes highly in terms of taste and value. But the other factors only saw negligible changes.

Key Takeaways

The Land O’Lakes Delete to Feed campaign only really had a slight positive impact on Instagram users. Others who viewed the campaign were actually less likely to rank the brand highly in some key areas like taste and value. So while it may be worthwhile for the company to promote this specific campaign on Instagram, it should probably use caution when including any promotional elements elsewhere online, since the campaign seemed to leave a bad taste in people's mouths. It could be that people don't like the idea of having to delete something they enjoy in order to give back, or it could just be that consumers who don't use Instagram felt out of touch with the brand after seeing the campaign. Regardless of the reason, it seems like this campaign simply didn't communicate any added value to consumers, particularly those who don't use Instagram. You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.Photo Credit: Land O Lakes Butter by Mike Mozart under CC BY 2.0What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on October 15-18 via AYTM’s online survey panel.