L A N D O ’ L A K E S
eat it
like you
own it
how we turned
“farmer-owned” from
a fact into an attitude.
Land O’Lakes needed to introduce a new generation to a 100-year-old dairy brand and give them a reason to choose it.
So we turned ownership into an invitation to indulge.
is a rallying cry to unapologetically indulge in butter and cheese because every bite supports the farmers who actually own the company.
FROM PITCH IDEA TO BRAND PLATFORM.
I originated the platform as part of the two-person creative team that won the Land O’Lakes business, then spent the next several years helping build it into a new creative world for the brand—leading teams across film, digital, OOH, social, partnerships, product launches and a few places a 100-year-old dairy brand hadn't been before.
MAKING DAIRY LOOK DAMN GOOD.
We created a playful, graphic food and lifestyle look & feel that could work as hard as the products did—from shopper and paid social to digital OOH and everyday brand content.
Along the way, we helped launch Butter Balls and Queso, expanded Land O’Lakes into dairy-case cheese, introduced new butter spreads, and found increasingly delicious ways to put all of it in front of people.
Then we gave the brand
a social life.
BUTTER BOARDS. GIRL DINNER. the CHEESE TAX.
WE HAD THOUGHTS.
We built a new social playbook designed to reach a younger audience and move Land O’Lakes beyond the recipes and product shots that had traditionally filled its feed.
We jumped into culture, celebrated the internet's love affair with butter and cheese, played with new products, shared hacks, launched giveaways and occasionally handed things over to the people who actually owned the place: Land O’Lakes farmers. We also launched the brand on TikTok.
HAVE A SCROLL
👉
HAVE A SCROLL 👉
not a big ad
OUR FIRST SUPER BOWL AD
WASN’T ACTUALLY A SUPER BOWL AD.
A real Super Bowl spot costs millions. And our farmer-owners had better things to do than star in one.
So we made Not a Big Ad—a self-aware send-up of big-game advertising starring stock-footage “farmers,” because the real ones were busy putting food on America's tables. It was Land O’Lakes' first-ever Super Bowl commercial. We just skipped the $7 million media buy and dropped it across social instead.
THIS IS NOT A BIG AD
🙅🏽♀️
THIS IS NOT A BIG AD 🙅🏽♀️
and then we took it somewhere
no one saw coming…
paris.
FARMCORE-to-table
runway show
Workwear was having a fashion moment. But while everyone else was wearing it, our farmers were living it.
So we reclaimed Farmcore for the people who actually earned it—turning real, worn workwear donated by Land O’Lakes farmer-owners into a one-of-a-kind collection, with every piece carrying the story of the farmer behind it.
Then we unveiled it during Fashion Week. In Paris, of course. Paris, Wisconsin. The collection hit the runway, then Depop—where every piece sold out, with proceeds supporting the future of farming.
A NOTE ON FARMCORE: I helped develop and pitch the idea while I was still GCD on Land O’Lakes. After I left Battery, my longtime creative partner and work-wife, Michelle Nam Fischer, took the helm and got it through the gauntlet and over the finish line—executing it beautifully with Jake Christensen, Jara Cadiz and the larger Battery team.
ROLL THE CASE STUDY
📽️
ROLL THE CASE STUDY 📽️
36
ONE-OF-A-KIND
PIECES
2 weeks
TO SELL OUT
146 M
ONE-OF-A-KIND
PIECES
LAND O’RESULTS
+3.9%
SALES LIFT
ACROSS PRODUCT LINES
+26%
PURCHASE INTENT AMONG
YOUNGER AUDIENCES
+4%
BRAND ASSOCIATION
WITH FARMER OWNERSHIP
🧈 CREDITS 🧈
AGENCY - BATTERY
CCO - Phil Khosid
ECD - Scott Brown
HEAD OF STRATEGY - Sean McNamara
GCD / AD - Drea Schneider
GCD / WR - Michelle Nam Fisher
CD / WR - Emily Rozen (Pitch)
CD / WR - Mark Maziarz (Mat leave)
ACD / AD - Carl Larsson
SR. CW - Jake Christensen
AD - Jara Cadiz
CW - Ashanna Molokwu (Launch)