Land O’Lakes
A new vision for a traditional american butter
A legacy brand losing relevance among its competitors. New generations see Land O’Lakes only as a traditional grandmother butter brand without any differentiation. Without relevance, the products were sitting on the shelf and forgotten by recurrent buyers.
Problem Illumination:
Differentiation comes from one's own essence.
Younger generations are looking for authentic brands with a strong purpose and story behind them. In their eyes, Land O’Lakes is a grandmother's butter, but in reality, is a committed farmer-owned cooperative created by a group of farmers with a strong commitment to work together to make the world and their butter better.
Perspective Shift:
Your legacy is superpower.
Picture this: Trump and elections, families fighting over different options and finding it hard to have common ground. Can a cooperative of farmers help inspire Americans to unite and not divide? Land O’Lake’s relevancy can be rebuilt based on its strong legacy values as a farmer-owned brand, presenting the brand as more than a traditional butter with good ingredients but a farmer-owned cooperative that stands for togetherness and equality, even when we find disagreement.
Strategic Unveil:
When the world is falling apart, Land O’Lakes stands for togetherness.
In 1921, the Land O’Lakes decided that it would be better if its farmers shared techniques and ideas to make the company grow. Jump ahead, and that continues to this day, its 1,791 dairy farmers finding ways to conserve the land, protect the animals, and make their butter better, even with their “different backgrounds, opinions and beliefs. All because we understand that together we are better even if we disagree we always find a common ground.
Deliverables:
Stakeholder and Farmer Interviews
Cultural Trend Investigation
Quantitative Consumer Research
New Persona & Brand Archetype
Brand Story Validation
Go-To-Market Strategy
Employee Brand Strategy
Influencer, Content & Social Strategy
Awards & Recognitions:
Drum Awards - Grand Prix, Marketing Team of the Year, Cause Related & Consumer
Digiday Multi-Platform Campaign of the Year
“It’s not a brand or product that anyone would immediately link to pop culture, but Land O’Lakes managed to find a way to do so that doesn’t feel forced or superficial, and ties directly back to both its product and brand values.”