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 it 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.
We then used the hero film as a launchpad for a social content series, furthering the reach of this epic execution to the channels where many of our fans are experiencing news everyday.