Land O’Lakes is a farmer-owned agricultural cooperative founded in 1921 by Minnesota dairy farmers. Originally built on a high-quality sweet-cream butter recipe, the co-op has grown into a diversified agribusiness giant. Today Land O’Lakes operates in all 50 states and dozens of countries, with over 9,000 employees and a place on the Fortune 250. The company takes pride in its cooperative model: roughly 1,100 farmer-members share profits, with over $5 billion of the $16 billion in annual revenue coming from dairy products. Its famous “Butter is Everything” slogan highlights the brand’s core focus on dairy. In addition to butter and spreads, Land O’Lakes markets consumer-food brands like Land O’Lakes Dairy Foods (butter, cheese, spreads), Kozy Shack (rice/tapioca puddings), and Vermont Creamery (artisan goat and aged cheeses). This rich product portfolio – and the story of a rural co-op – are central to the company’s marketing identity.
Land O’Lakes product packaging emphasizes its heritage as a farmer-owned co-op. The company has redesigned its cartons to feature real farm imagery and prominently display “Farmer-Owned” on the label, replacing the old maiden illustration. This brand refresh aims to make the co-op story explicit. It also unified packaging design across all products, creating a consistent look and stronger shelf presence. Overall, Land O’Lakes positions itself not just as a food brand, but as a steward of family farms and rural values.
Land O’Lakes marketing thus builds on its 100+ year heritage and cooperative mission. Its recent strategies span digital content, purpose-driven campaigns, and creative partnerships – all emphasizing “the farmers behind the food.”
The sections below examine key marketing strategies the company has used, with examples from past and current campaigns. Each approach reinforces Land O’Lakes’s core narrative of authenticity, community, and high-quality dairy products.
Marketing Strategies of Land O’Lakes
1. Co-op Branding and Packaging Rejuvenation
To modernize its image and attract new shoppers, Land O’Lakes invested in a major brand refresh. In 2021 it teamed with design agency CBX to reframe its brand equity. Many customers – even loyal ones – had never realized the co-op’s farmer-owned roots. The refresh explicitly linked the Land O’Lakes name to its cooperative mission. For example, the redesign added the label “Farmer-Owned” directly beneath the logo. It also replaced outdated illustrations with vibrant photographs of actual Land O’Lakes farms and farmer-owners. This visual storytelling underscores the message of “simple goodness” and community support. In short, the new packaging promotes one unified brand story: quality products made by and for farmers.
The packaging redesign also standardized the overall look of Land O’Lakes products. A simplified bull’s-eye brand mark was applied across sticks, tubs, and boxes, giving them a cohesive shelf identity. Color-coding and consistent flavor names were introduced to help consumers browse more easily. In practice, the updated cartons invite people to learn about the co-op whenever they handle the packaging. Each box dedicates space to the farmer story, product facts, and recipes, transforming it into a mini-story-telling device. According to CBX, the result has been stronger shelf impact and clearer messaging that Land O’Lakes is a farmer-led brand.
In short, Brand Identity Overhaul is a key strategy. By redesigning its packaging and visual identity, Land O’Lakes made its cooperative heritage front-and-center. This conveys authenticity and transparency – powerful advantages in a market where consumers value knowing who made their food. As one brand director put it, the goal was to “celebrate the farmers behind the product” so people understand that buying Land O’Lakes means supporting real farm families. This foundational repositioning set the stage for all subsequent marketing campaigns.
2. Empowerment and Inclusive Campaigns (“All Together Better” / “She-I-O”)
Land O’Lakes has embraced empowerment and inclusion in its brand messaging. A cornerstone was the launch of the “All Together Better” initiative, framed around unity and diversity. This campaign shift highlighted how the cooperative is made up of thousands of farmers working side-by-side. Crucially, Land O’Lakes chose to humanize that story by celebrating the women in its ranks. In 2018–2019 the co-op debuted the “She‑I‑O” campaign, an anthem honoring female farmers. The campaign featured a re-imagined country song (based on “Old MacDonald”) sung by a Grammy-winning artist, with an all-women cast of real Land O’Lakes farmers.
The marketing team reported that inclusion was a core value for the co-op. As one executive noted, “in an increasingly divided world, we want to be a unifying force, celebrating the boldness, strength and grit of female farmers”. The “She-I-O” video intercut scenes of these women at work with a singer-songwriter performing the anthem, blending authenticity and spectacle. Everything – the choice of an award-winning country singer (Maggie Rose) and real farm settings – was carefully selected to ensure the imagery felt genuine. Land O’Lakes even timed the launch on Women’s Equality Day and donated to charity for each share of the video, tying the campaign to a greater purpose.
This focus on people and purpose paid off as a powerful marketing strategy. By spotlighting all their farmer-owners (not just male archetypes), Land O’Lakes broadened its appeal. One marketing director explained that research shows women make many household buying decisions, and highlighting female farmers resonates with that audience. “Our ultimate goal was to sell butter,” said the creative director, “but people want products from companies they believe in. Land O’Lakes has [a higher purpose], it wasn’t something we needed to fabricate”. In short, the “All Together Better” and “She‑I‑O” campaigns gave the brand a modern, inclusive identity – a differentiation strategy built on authentic storytelling and empowerment.
3. Purpose-Driven Advertising: “Eat It Like You Own It”
In 2021 Land O’Lakes launched a new bold tagline, “Eat It Like You Own It,” to convey pride in its cooperative model. This national ad campaign (created by Battery agency) was timed for the co-op’s 100th anniversary and introduced under new CMO Heather Malenshek. The idea was to remind consumers that they are essentially joining the co-op when they purchase Land O’Lakes products. In its own words, the campaign “celebrates the most authentic part of who Land O’Lakes is – a farmer-owned co-op – and the enjoyment that comes with eating food you can feel good about”.
The “Eat It Like You Own It” ads show everyday indulgent food moments – a perfect sandwich, buttery cookies or toast – and then reveal a farmer happily consuming the same food. The message is that when you buy Land O’Lakes butter or cheese, you are “directly benefiting over 1,000 dairy farmer-owners and their communities”. The campaign ran on video, social media, shopper displays and more. In one press release the company noted that scenes in the ads – titled “Anthem,” “Perfect Sandwich,” “Cookie Swap,” and “Buttered Toast” – were shot on sunny Midwestern farms with an “abundance mindset”. The upbeat, feel-good tone reinforces the idea that consuming these foods lets consumers say “I’m a farmer-owner myself”.
“Eat It Like You Own It” is an example of purpose-driven advertising: it pairs product enjoyment with a higher cause (supporting family farmers). By directly referencing the cooperative structure, the campaign taps into consumer trends favoring transparent, mission-driven brands. As Malenshek explained, “people want to buy products from companies they believe in and have a higher purpose”. The tagline itself serves as a kind of “permission slip” to indulge – since buying Land O’Lakes is helping farmers. Overall, this strategy leverages the 100-year legacy to build emotional connection: it makes buying butter feel like community investment.
4. Digital Content and Social Engagement
Land O’Lakes has also invested heavily in digital marketing and content strategy. Its goal is to attract younger and more health-conscious consumers by offering engaging online experiences. For example, Land O’Lakes worked with agencies to create a social media and email campaign under the “All Together Better” platform. The campaign’s content highlighted co-op values and featured recipes, cooking tips, and real farmer stories. As a case study notes, the company “wanted to connect with a younger audience while creating a consistent brand identity across their channels”. The strategy included “micro-experiences” like short videos, bright food photography, and snackable posts – all reflecting the simplicity and fun of cooking with Land O’Lakes products.
Another pillar is harnessing user-generated content and customer feedback. Land O’Lakes actively collects reviews and ratings from shoppers on retail sites using platforms like Bazaarvoice. Today the brand has syndicated over 30,000 consumer reviews to partner retail sites, greatly expanding its digital shelf presence. The marketing team uses these reviews in multiple ways: improving products, informing recipe development, and even convincing retailers of the brand’s value. For instance, customer comments helped Land O’Lakes spot a flawed cinnamon-roll recipe and quickly fix it. They also sent butter samples to select customers and got a 100% review rate, boosting engagement. In short, Land O’Lakes treats online reviews and social comments as a strategic asset.
By optimizing social channels and digital tools, the brand keeps the conversation going with its audience. Testing and analytics are built in: the company uses data from ads and emails to continuously refine its messaging. The outcome is a more personalized, story-driven approach – one that builds loyalty. Today’s consumers expect more than a product; they want the “whole story” of who made their food. Land O’Lakes delivers that via engaging content (recipes, farmer profiles, behind-the-scenes features) on Facebook, Instagram, email, and its own website. This content marketing strategy – blending food inspiration with brand authenticity – helps Land O’Lakes stay relevant in a crowded food market.
5. Influencer and Experiential Marketing (Bovine Serenade)
Land O’Lakes has also turned to creative influencer collaborations to reinforce its rural, homegrown image. A notable example is the “Bovine Serenade” campaign with country singer Hailey Whitters. In late 2023, Whitters – known for her Midwestern values and 2023 ACM New Female Artist of the Year award – partnered with Land O’Lakes to create a music video on an Iowa dairy farm. In the video, she playfully serenades a herd of cows with her song “Wagon” and helps with daily farm chores. The idea was simple: marry Whitters’ authentic country persona with the authentic stories of dairy farmers.
Both brands found the collaboration “authentic” to their identities. As a Land O’Lakes manager put it, “there’s nothing more authentic to Hailey’s brand than performing her music, and there’s nothing more authentic to our brand than the family-owned dairy farms… we thought, ‘Why not combine the two?’”. Whitters herself felt at home on the farm and said she was proud to bring Midwest farm life to Nashville stages. The campaign was rolled out via social media and streaming video, reaching Whitters’ fanbase and beyond.
The “Bovine Serenade” exemplifies influencer marketing with a twist. Instead of a generic endorsement, it created a real cross-pollination of audiences: country-music fans got a taste of dairy farming, while Land O’Lakes consumers saw their co-op represented by a relatable young artist. The marketing team notes that the collaboration “shines a spotlight on the dairy industry” and strengthens the bond between consumers and producers. In this way, experiential storytelling – bringing a pop culture element to the farm – helped the brand reach new demographics.
6. Cultural Trend Engagement (“Farmcore” Campaign)
In a more unconventional move, Land O’Lakes tapped into the “Farmcore” internet trend to surprise and engage consumers. In late 2023 the company launched a multipronged campaign around this idea. “Farmcore” is a social-media-fashion meme based on rugged farm work clothes. Land O’Lakes embraced it by collecting worn workwear from its own dairy farmers and staging a tongue-in-cheek “Farmcore-to-Table” runway show in Paris, Wisconsin. The models on that runway were literal farmer jeans, jackets and hats – all beat-up and authentic. After the show, the clothing was sold on a trendy resale site (Depop) for a good cause, with proceeds going to a nonprofit supporting young farmers.
The goal was to turn a niche trend into a way to share the coop’s story. As Elizabeth Nelson, Land O’Lakes’ director of enterprise marketing, explained, the campaign aimed to “share the stories of our co-op farmer-owners’ impact on the world in a way that resonates with everyday consumers”. By participating in Farmcore culture, Land O’Lakes was able to appear “on-trend” while still staying true to its brand — literally using farmers’ actual gear. According to the company, the campaign was a success: it sold out, raised money for young farmers, and went viral on social media. More importantly, it sparked conversations about real farm life, steering the narrative away from idealized “Cottagecore” stereotypes.
The Farmcore event shows how Land O’Lakes uses cultural marketing: it finds a youth trend (interest in worn-out workwear) and flips it to highlight its members. This strategy attracts attention beyond the usual food channels. By blending agriculture with fashion and pop culture, Land O’Lakes engaged urban and suburban audiences who might not have otherwise connected with a butter brand. The wit of staging a Midwest farm clothes fashion show proved to be a memorable and media-worthy strategy that kept the co-op relevant and talked about.
7. Collaborative Cause Marketing
Another frequent strategy is partnering with like-minded companies or causes. For instance, in 2025 Land O’Lakes teamed up with Clove, a footwear brand, to create butter-yellow sneakers. As part of this limited-edition co-branded launch, Land O’Lakes donated 3,744 pounds of butter and Clove donated 88 pairs of shoes to Philabundance (a major food bank) in Philadelphia. The butter-yellow color – a playful nod to the Land O’Lakes palette – generated buzz on social media, while the charitable giving reinforced both brands’ commitments to community support. “We are so excited to collaborate with Clove and take a moment to celebrate the color of the moment – but also our everyday favorite, butter yellow,” said Land O’Lakes’ Dairy Foods president.
This collaboration illustrates creative co-branding and cause marketing. By linking with Clove, Land O’Lakes stepped outside the food world into fashion, reaching new consumers. Yet the collaboration was still meaningful: each partner highlighted shared values of comfort, hard work and caring for others. The joint donations (snacks and butter to a food bank) showed that behind the clever campaign was a genuine community impact. Campaigns like this generate PR and social engagement, while reinforcing the Land O’Lakes message that its mission extends beyond the dairy case. Such partnerships – whether in product design, retail tie-ins or charitable initiatives – help the brand stay fresh and socially relevant.
Land O’Lakes also frequently engages in philanthropy directly. For example, on social media shares of the “She-I-O” video triggered Butter or money donations to anti-hunger efforts. The combination of playful marketing (yellow shoes) with serious giving (food bank support) is characteristic of the co-op’s cause-driven strategy. In sum, Land O’Lakes collaborates with other brands and charities to create feel-good, purpose-laden marketing that ultimately underscores its identity as a community-focused cooperative.
8. Sustainability and Future-Focused Initiatives
Beyond advertising, Land O’Lakes markets itself through leadership in sustainability and farming innovation. Its Truterra division (a sustainability arm) exemplifies this approach. In 2023 the co-op pushed a regenerative agriculture program, helping farmers adopt climate-smart practices like cover crops and no-till planting. The company provides tools and incentives so farmers can improve soil health without risking yields. For instance, through Truterra and partner WinField United, farmers can earn payments (e.g. up to $25 per ton of CO₂ sequestered) and even get warranties on implementing new practices. By funding these programs, Land O’Lakes shows farmers and consumers that it values long-term stewardship over short-term output.
This sustainable-agriculture marketing is both pragmatic and promotional. It addresses consumer demand for environmental responsibility in food production. When Land O’Lakes speaks about helping farms “become carbon sinks” and profiting from soil health, it’s building an image of a future-ready co-op. The company’s communications (press releases, social media) highlight these programs as evidence of its commitment to farm communities and climate resilience. In effect, sustainability becomes a brand pillar: Land O’Lakes isn’t just selling butter, it’s selling the idea of a sustainable American farm system. This resonates with retailers and consumers who increasingly value green practices.
Overall, Land O’Lakes’s marketing strategies revolve around telling authentic stories. Whether through packaging design, narrative ads, social media content, partnerships, or sustainability programs, every campaign ties back to the cooperatives’ essence. By weaving together cooperative pride, farmer narratives, cultural relevance, and social purpose, Land O’Lakes has transformed a century-old butter brand into a modern marketing success story.
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