CS 03
LAND O' LAKES

FARMERS ARE
INCREDIBLE

Rebranding an American Icon

The Challenge: More Than Just Butter
Land O’Lakes is a 125-year-old giant, but it had a perception problem. While the world saw a butter company, the reality was a $16 billion powerhouse spanning animal nutrition, crop science, and carbon markets. Even worse? Their own employees had lost sight of the mission. To change the world’s mind, we first had to win the hearts of the people inside the building.

The Strategy: Rooted in Tomorrow
We didn't just refresh a logo; we redefined a purpose. We launched a new brand identity anchored by the line: "Rooted in Tomorrow." Every pixel of the updated identity was designed to show how Land O’Lakes’ diverse business units feed, fuel, and protect the planet.

We knew authenticity was our only currency. If the internal culture didn't believe the "Farmers are Incredible" message, the public wouldn't either. We started with a foundational brand film that transformed employees from dairy workers into advocates for the American farmer.

The Execution: Owning the Heartland
With the internal culture aligned, we took our message to the gatekeepers: policymakers, influencers, and the press. To dismantle the myth of "Corporate Ag," we leaned into the truth: that 98% of American farms are family-owned; that . We met our audience where their passion lives: The Big 10. Partnering with the Big 10 Network, we staged a massive takeover on National Farmers Day during the Nebraska vs. Purdue game. This wasn't just a media buy; it was a multi-channel blitz across TV, social, and a high-impact experiential halftime show that put the face of the farmer center-stage.

The Impact: From Commodity to Global Influence The results proved that purpose-driven storytelling is a business imperative.

• +7% Lift in General Reputation

• +8% Increase in Brand Authenticity

• +9% Growth in Genuineness of Purpose

The ultimate validation? TIME Magazine named Land O’Lakes one of the 100 Most Influential Companies in the World, and CEO Beth Ford was recognized as one of the 100 Most Inspiring Leaders.