CLIENT
Land O'Lakes
Tim Scott, Chief Marketing Officer
Michele Johnson, Director – Integrated Marketing Communications
AGENCY
Tim Scott, Chief Marketing Officer
Abbey Schilling, Senior Manager, Communications
Michele Johnson, Director – Integrated Marketing Communications
Kristin Murray, Director of Corporate Marketing
Lynn Franz, Director – Insights and Strategy
Civic Entertainment Group
Christine Fruechte, CEO
Shaun Johnson, Senior Insight Strategist
Lori Wohletz, Group Account Director
Kezra Cornell, UX Designer – Strategy
Rachel Schneider , Associate Account Director
Clarissa Hernandez, Senior Interactive Designer
Danny Walsh, Copywriter
Carolyn Ahlstrom, Insight Director – Strategy
Mike Caguin, Chief Creative Officer
Lydia Lee, Art Director
Mark Andersen, Group Creative Director
Amy Larson, Media Director
Lia Sherman, Associate Account Director – Public Relations
Tom Lindell, Managing Director – Public Relations
SUMMARY
Land O'Lakes needed to change its perception to fulfill its purpose of Feeding Human Progress. That's a big undertaking. Especially when 97% of people think it's a traditional butter company.
To change people’s minds we turned talk into action. We gave people proof. We went to SXSW.
Our activation – The Food Effect – was provocative and interactive. It showcased Land O’Lakes’ abilities and passions. And challenged attendees’ perceptions.
The Food Effect took SXSW by storm. 83% of attendees left knowing that Land O'Lakes is a forward-thinking agriculture company.
