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Local egg company premieres runner-up ad

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Lucie Amundsen, Tom Hansen and Jason Amundsen share a laugh about the “witty” moments in the Locally Laid Egg commercial. The Amundsens live in Duluth and own the Wrenshall chicken farm. Hansen, an advocate of organic food, is the owner of the Duluth Grill and serves Locally Laid eggs at his restaurant. (Photo by Naomi Yaeger)2 / 2

What does freedom taste like?

That’s the question put to viewers of the new 30-second Locally Laid (LoLa) advertisement which premiered last Monday.

The Wrenshall-based egg company won runner-up in the Intuit’s “Small Business Big Game” ad competition. Locally Laid came in second out of 15,000 companies vying to win a spot during the 2014 Super Bowl.

Their runner-up prize? A professionally produced commercial posted on Locally Laid’s social media channels and airing from May 12 through June 25 on Fox Sports 1 and 2.

“I had no idea the scale of the production. There were a good 70 professionals, including a chicken wrangler on set, all working to make this witty commercial happen,” Lucie Amundsen said.

The Amundsens live in Duluth and own the Wrenshall chicken farm. Jason does much of the manual labor involved in the farm while Lucie calls herself the marketing “chick.”

The commercial was one of 12 concepts created for the Amundsen’s business. Lucie said they chose this one because it represented their company’s values of pasture-raising chickens and their sense of humor.

“We wanted to make sure it had pasture in it and it had chickens outside because that’s what we’re all about. We’re trying to talk about a different type of agriculture, but 30 seconds is not a long time to get something across. But we hope it’s cute, it’s memorable,”

Lucie said.

Lucie and her 13-year-old daughter were able to watch the filming and production of the ad while Jason stayed behind to “farm.”

“Which is code for I shoveled out the barns,” Jason said.

“We watched how it went and they would ask me questions like, ‘Is that how chickens really respond?’” Lucie said.

And while the farm background was a set and the chickens were stunt performers, Lucie said the eggs seen in the commercial were LoLa eggs.

“I brought eggs in my suitcase wrapped in bubble wrap and a prayer because the thought of them exploding over my two days worth of clothing…” Lucie said. “So that’s our egg being cracked in the commercial. They wanted some authenticity.”

LoLa held a special showing of the commercial on Monday at the Duluth Grill. Lucie said the servers at the grill were influential in getting people to vote for LoLa in the contest.

“LoLa made the call for people to come click and everyone came and rallied and put up signs. And the Duluth Grill was one of many businesses, but nobody was more dogged and tenacious than the servers at the Grill,” Lucie said.

“I think the benefit of this whole campaign is a game changer for food production, for how eggs are raised and how farmers view the quality of how their chickens are being managed and cared for,” said Tom Hansen, owner of the Duluth Grill.

LoLa also announced that the company is entering the Chicago and Indiana markets with eggs being produced by Locally Laid partner farms, about 100 miles outside of Chicago. The company anticipates more production for the Northland in the fall.

Lucie hopes this ad will also provide leverage to talk about the dwindling middle-class farmer in this country.

“We’re incredibly grateful. It’s not only good for our business, but sustainable agriculture all over the country,” Lucie said.

Teri Cadeau

Teri Cadeau is a reporter for the Budgeteer.

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