Land O’Frost targets busy moms with new social networking push

February 16, 2010 in Food & Beverage Industry Information


By Dani Friedland on 2/16/2010

The nation’s third largest lunchmeat brand is going digital to connect with the primary sandwich maker in many homes: mothers.

Land O’Frost has launched Land O’Moms, a social network where moms can download coupons, read blogs, browse sandwich recipes and find information from sources like Family Circle magazine.

“Now more than ever, moms are being pulled in different directions and working harder and harder to balance their busy lives, which often include a demanding job and managing a household,” said Donna Van Eeekeren, chairman and CEO of Land O’Frost (and mother of the company’s president). “As a family-owned and family-focused business, we wanted to offer moms an easily accessible, online destination to help them streamline and improve their lives.”

Because moms may have existing social networks in place, the site includes a Twitter presence and prominent links to YouTube and Facebook. The new network also features Facebook Connect, so users can share information with their Facebook friends without having to leave

Land O’Frost also is offering financial motivation for people to join the site. The first 25,000 online visitors will get a $2 coupon. The company also has pledged to donate $1 to its youth sports programs for every new Facebook fan or Twitter follower.