Land O’Lakes

Reclaiming a Fashion Trend to Tell the Story of a Farmer-Owned Co-op

While most of America knows Land O’Lakes, it needed to connect with younger consumers who were choosing competitor brands. To give this next generation of dairy consumers a reason to choose Land O’Lakes, we needed to show them that it’s owned by over 1000+ farmers who run independent dairy farms, support sustainable agriculture practices, and create meaningful impact in their communities.

So how do we share the brand’s stories of impact in a way that stands out? We tapped into the workwear fashion trend—Farmcore. What’s hitting the runway of fashion shows and streetwear, we’re reclaiming for our farmer-owners by creating a fashion show for Paris Fashion Week (Paris, Wisconsin, of course) – highlighting the stories of impact through donated Farmcore pieces from the farmer-owners themselves.

To extend the event and further invite fans to discover these looks and stories, we partnered with InStyle, People, and AllRecipes. To connect with existing Land O’Lakes fans, we created custom Farmcore gear to give away via social media. And to generate additional buzz in the world, we sent a traveling Farmcore truck through the streets of New York City.

Finally, we dropped the Land O’Lakes Farmcore Collection, making it available around the world, selling out 36 one-of-a-kind pieces on Depop and giving people a chance to rep the stories of Land O’Lakes farmer-owners.

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