Minnesota egg co. beat out by toymaker in Super Bowl ad contest


A northern Minnesota egg company finished runner-up in a contest to gain national exposure on Super Bowl Sunday.

The Associated Press reports Locally Laid Egg Co. in Wrenshall, Minnesota, was beat out by California-based GoldieBlox, a company that makes toys aimed at teaching girls about engineering.

The companies were among 15,000 entries in Intuit’s Small Business Big Game contest for a chance to win a commercial to air during the Super Bowl. The winner was determined by a public vote online.

The two other finalists include Barley Labs in Durham, North Carolina, which makes dog treats out of barley, and fertilizer-maker POOP – Natural Dairy Compost of Nampa, Idaho.

GoldieBlox's 30-second ad will air during the third quarter of Sunday's big game between the Seattle Seahawks and Denver Broncos, a time slot worth millions. Intuit isn't saying how much money was spent, but some estimate the cost was close to $4 million.

Although they didn't win the big prize, Locally Laid says supporters should be proud and offered this thank you note on its Facebook page:

"We ran a fun campaign and are incredibly proud of the stir you kicked up trying to Hail Mary a chicken into the world’s largest football spectacle. And you did an impressive job. The PR firm working with Intuit says that Locally Laid got media impressions that number in the billions – that’s billions with a B. That’s a whole lot of attention for a retro egg, a pasture-raised bird, and the little company trying to do her right. Plus it was good for Duluth, good for Minnesota and good for farmers raising Real Food everywhere."

The Duluth News Tribune reports representatives from all four finalist companies were treated to a trip to New York this week and are invited to attend the Intuit Super Bowl party the Gramercy Park Hotel on Sunday.

Locally Laid co-owner Lucie Amundsen admits she's not a football fan, but says her farm's hens – all named LoLa – might have a favorite to win.

"It feels like LoLa should root for a fellow bird,” Amundsen told the newspaper.

On Monday morning, Amundsen and her husband and co-owner Jason Amundsen will ring the bell to open the Nasdaq stock market on Wall Street, the News Tribune says.

Here's a sneak peek at the winning commerical:

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