Issue

For decades, Land O’Lakes dominated as America’s number-one butter brand, its iconic packaging symbolizing its heritage. However, the rise of international butter brands claiming cooperative origins began to erode its position. These competitors positioned themselves as champions of farming communities, casting doubt on Land O’Lakes’ relevance in a rapidly shifting market. To maintain its leadership, Land O’Lakes needed to reclaim its identity and reconnect with consumers by reminding them of the brand’s authentic roots.

Insight

A deep exploration of the brand’s history revealed that Land O’Lakes was the original cooperative. Founded in 1921, the brand began as a collective of American farmers who came together to make butter from their milk. In a modern America divided by political and social tensions, the story of farmers setting aside differences to build something greater resonated deeply. The brand’s heritage as a unifier and champion of collaboration provided a compelling opportunity to reclaim its narrative and inspire consumers.

Idea

Land O’Lakes launched the #AllTogetherBetter campaign to celebrate its roots as a farmer-owned cooperative and the values of unity and collaboration. By reframing its narrative, the brand positioned itself as not just a butter producer, but a symbol of the collective power of working together. The campaign highlighted the essential role of farmers and the shared mission that brings people together around the table. Land O’Lakes retired its iconic American Indian logo, replacing it with packaging that honored its farmer-owners and cooperative spirit. Storytelling focused on the journey of its products from farm to table, amplifying the message that “we’re stronger when we work together.” Digital content, events, and influencer collaborations brought the campaign to life, reinforcing the brand’s connection to its community.

Impact

The #AllTogetherBetter campaign successfully reestablished Land O’Lakes as a culturally relevant and beloved brand. Consumer sentiment soared as audiences reconnected with the authenticity of its cooperative roots. Sales grew significantly, enabling Land O’Lakes to reaffirm its position as America’s favorite butter. Beyond sales, the campaign sparked conversations about the power of collaboration in a divided nation, solidifying Land O’Lakes’ role as a symbol of unity and resilience. By embracing its heritage and celebrating the power of togetherness, Land O’Lakes proved that its values remain as relevant today as they were a century ago.