Land O’Lakes highlights diverse farmers making the dairy company ‘All Together Better’

Land O’Lakes highlights diverse farmers making the dairy company ‘All Together Better’

By Kyle O'Brien

A couple years back, butter company Land O’Lakes first showed the world that its butter is the product of a strong collective of farmers. The company has returned to continue to introduce us to those farmers and their stories in the ‘All Together Better’ campaign.

While the last campaign from the dairy company was a fun and musical one promoting its Soft Squeeze product, this takes a more serious and reverential tone, one that highlights the strength of its farming co-op.

In August, Land O’Lakes launched the first chapter of the ‘All Together Better’ campaign from the Martin Agency, with ‘She-I-O,’ a music video by country singer Maggie Rose that shows the strength of women farmers.

The continuation of that campaign digs deeper, pulling the curtain back and telling the stories behind those farmers and others that make up the Land O’Lakes co-op.

The brand’s anthem video tells how, in 1921, the company decided that it would be better if its farmers shared techniques and ideas to make the company grow. Jump ahead, and that continues to this day, its 1,791 dairy farmers finding ways to conserve the land, protect the animals and make their butter better, even with their differences. It then briefly suggests that, if those farmers can agree on something, the whole country can come together as well, with this line: "If 1,791 farmers with different backgrounds, opinions and beliefs can come together to make one perfect stick of butter, just imagine what 325 million of us can do if we work together."

Several ‘In Their Words’ documentaries help tell the story of the farmer-owned co-op as told by its members. That includes one of the woman farmers featured in the first ‘She-I-O’ song, Candice, who talks about her family farm and all the tasks involved with running it. Other films include the Dotterer family talking about why a farm is a great place to raise children, and the Goode family on a multi-generational dairy farm.

See a few of the films by clicking on the Creative Works box below.