Butter aficionado Land O’Lakes successfully showcased the ‘Farmcore’ aesthetic during F/W Fashion Week, celebrating the vital role of farmers in rural America through an innovative campaign that engaged consumers and highlighted local impact.
“We believe in shining a light on the incredible impact Land O'Lakes farmers make—they are at the heart of everything we do,” said Elizabeth Nelson, Director of Brand Marketing, Dairy Foods, Land O'Lakes. “By collaborating with Battery, we're finding innovative ways to share our farmer owners' stories, helping people see the good that comes from buying Land O'Lakes products. Hosting our own 'Paris' Fashion Week allows us to showcase Land O’Lakes farmers’ impact in unexpected and meaningful ways.”
The campaign featured a Farmcore-to-Table Runway event, where models paraded down a dining table in authentic Farmcore attire sourced from Land O’Lakes farmer-members. Filmed in Paris, Wisconsin, the event produced engaging content for social media, connected TV, and out-of-home billboards, as well as a partnership with Dotdash Meredith. According to a press release, this initiative aimed to connect consumers with the 1,000-plus farmer-owners whose work underpins the brand.
“Farmers are the backbone of our nation, but are not always thought of when you’re buying a pound of butter or a bag of shredded cheese,” stated Pat Dunneback, Group Brand Director, Battery. “When working with Land O’Lakes, it was important to develop a culturally connected campaign that not only highlights these individuals but also shows the brand’s commitment to sustainability, its people, and impact on communities. By leaning into the Farmcore aesthetic, the timing couldn’t be more perfect.”
Additional campaign elements included a custom apron giveaway, and a traveling tableau showcasing the Farmcore aesthetic through the streets of New York, encouraging consumers to engage with the content.
Land O’Lakes’ campaign successfully intertwined fashion and farming, inviting consumers to appreciate the hard work behind their food choices while reinforcing their commitment to supporting local farmers. For more details on the campaign, find the full press release here.
As always, keep reading Deli Market News for more creative campaigns within the dairy industry!
