Land O'Lakes will have a big Super Bowl presence, when the Kansas City Chiefs take on the Philadelphia Eagles. The 101-year-old farmer-owned cooperative is releasing a spot developed in partnership with creative agency of record, Battery.

The 60-second spot dubbed "Not a Big Ad," is rooted in the message that "America’s favorite dairy brand" is a major part of the big day: it’s cooked up in home kitchens across the country, served up in our living rooms, and the recipes are passed down year after year. However, the co-op farmer-owners are simply too focused on bringing the best and highest quality product to consumers, that a big flashy broadcast campaign simply isn’t on their minds. They have bigger fish to fry. And cows to milk. It’s thanks to these hard-working farmer-owners that some of the most delicious foods accompany the big game each year.