CELEBRATING THE VOICE OF female farmers

ASK: IDENTIFY A UNIQUE ANGLE IN LAND O’LAKES FARMER-OWNERS’ STORY TO DIFFERENTIATION THE BRAND AND BRING RELEVANCE TO CONSUMERS.


BACKGROUND


BRAND

Land O’Lakes is a 100 year old butter company, with a long and rich legacy to be proud of. But in the mind of Millennial consumers, it’s the butter their grandmother used because it’s the best for baking and cooking. What the majority of people don’t know, is it’s also a co-op made up of 1,800 farmers.


STRATEGY

In a world subdivided by our differences,

Land O’Lakes has the power to unite.

CONSUMER INSIGHT

A fractured world has made us retreat into tribalism — choosing to go to the safety of our like-minded subgroups rather than to unify.


Extremely competitive. 

Japan's business culture is driven by efficiency. Compared to Western cultures, over performance is the norm and perfection is prioritized over deadlines.

Team Oriented.

Businessmen work hard for the good of their company rather than individual glory. Collective success is essential and teamwork is of paramount importance.

Tech Focused.

The business world of Japan is filled with technology enthusiasts who are willing to try new experiences.


Opportunity

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EXECUTION


CAMPAIGN

“She-I-O” debuts with a full music video featuring Maggie Rose and several real female farmers, kicking off a larger campaign, “All Together Better,” from Land O’Lakes,

Just in time for Women’s Equality Day on August 26, dairy giant Land O’Lakes and its cooperative of nearly 1,800 farmers have put together a music video with the help of some stellar country music talent to highlight the approximately one-third of American farmers who are women. 

ACTIVATION

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SOCIAL


WHAT I LOVED ABOUT THIS PROJECT

  • Finding brand purpose

  • Working on a challenging product

  • Learning about Japan and their consumers