At Land O’Lakes, Inc., the holidays are particularly important…it’s the key season for our Dairy Foods business! As the season rich with baking and cooking begins, we are proud to see our products grace many tables across America. As a farmer-owned business that spans from “farm to fork,” we help produce the crops that feed the cow that make the milk that resulted in the butter on the table.
In 2016, we took a step back and looked at the way we were marketing our dairy products and were building on our LAND O LAKES brand–one of the country’s most recognizable. While our products have always been of the highest quality and are used by millions, we wanted to investigate what our brand meant and could mean to people, especially today’s young consumer. We suspected the next generation may not know who we are or what we stand for.
What we found was that our brand’s inherent qualities–simple ingredients from a trustworthy and responsible source–were exactly what millennial parents were looking for as they shopped. They wanted products they could rely on to bring their families pleasurable eating experiences and good nutrition. And something else, we found people wanted the companies from which they bought products to stand for something.
Working with our advertising agency, we put together a series of ads to tell consumers a little more about us and the Land O’Lakes brand. We wanted to share the work of our farmer-owners, the work we do in communities near and far and the rural values that form the foundation of our culture. The campaign launched last May and we’ve been excited with the results. We’re telling our story and it’s resonating with consumers.
Sales have grown both in butter nationally and in deli cheese in its core markets, outpacing category growth. More millennial households are purchasing our products than last year and our unaided awareness is up significantly, meaning our brand is more top of mind.
We produced four spots, including Co-op (featuring Land O’Lakes dairy members); Next (featuring Deli American); Soup Kitchen (featuring butter); and my favorite, “Holiday.”
“Holiday” weaves together the holiday stories and traditions of many different families. In fact, the cast was primarily real people. I hope you’ll take a look at these and you can see why I believe Land O’Lakes is a special place.
Wishing you all a happy holiday season!