The Land O’Lakes audience believes in brands that do good, because they do good too. They’re the positive people at the center of their circles, building full lives filled with family, friends, connection, and finding their own version of balance. In 2025, we dug deeper and discovered something powerful: people who trust their gut, literally and figuratively, find more joy, balance, and satisfaction in life.

To build a stronger connection with this evolved audience, we set out to rekindle their emotional bond with Land O’Lakes and its farmer-owners by reminding them that we’re not just in their fridge, we’re one of the magical ingredients in the joy and possibility of the everyday.

We celebrated the home cooks of busy households as the unsung heroes of the culinary world. They don’t do it for fame; they do it for the love of the game. These are the cooks putting the ‘Own It’ in Eat It Like You Own It. Our work served up real butter, real cheese, and a real taste of everyday honesty. Because these chefs are Cooking It Real.