Insight

The image of a farmer has long been associated with men, despite women playing a vital role in agriculture for generations. By breaking this stereotype, Land O'Lakes recognized an opportunity to celebrate the diversity and resilience of women in farming, aligning with modern values of equity and inclusivity.

Issue

Land O'Lakes faced the challenge of reshaping deeply ingrained perceptions of farming while highlighting the significant contributions of female farmers. The brand needed to redefine the narrative and bring attention to the essential, yet often overlooked, role of women in agriculture.

Idea

Land O'Lakes created SHE-I-O, a bold reimagining of the iconic "Old MacDonald Had a Farm," transforming it into an anthem celebrating women farmers. Through a vibrant music video and engaging storytelling, the campaign spotlighted their contributions and invited the world to see agriculture through a more inclusive lens. Supporting content on social media and a microsite amplified the voices of women in farming, inspiring meaningful conversations about gender equity. 

Impact

SHE-I-O redefined the perception of farming, creating a powerful cultural shift. The campaign generated an 8x lift in social and PR engagement and doubled sales intent for Land O'Lakes products. It not only celebrated women farmers but established Land O'Lakes as a forward-thinking brand committed to empowerment and inclusion.