Fashion Week Meets Farmcore: Land O’Lakes Celebrates Farmer-Owners with a Unique Runway Show

This Fashion Week, Land O’Lakes, the iconic 103-year-old cooperative known for its dairy products, has embraced the Farmcore trend in an innovative way. Partnering with creative agency Battery, they've launched a campaign that bridges the gap between high fashion and rural America, highlighting the contributions of over a thousand farmer-owners.

The Runway Innovation: Farmcore-to-Table

At the heart of this campaign was the Farmcore-to-Table Runway event, a unique fashion show where models showcased authentic Farmcore looks directly sourced from Land O’Lakes farmer-members. This wasn't your typical catwalk; it was a dining table where models strutted, blending fashion with the essence of farm life. The event featured an emcee on a butter side stage, emphasizing the brand's dairy roots.

Farmcore Beyond Fashion

While Farmcore has gained traction on social media, often spotlighted by the popular Barn Jacket, Land O’Lakes sees it as more than a style trend. It represents the daily grind and community spirit of America's rural farmers. This campaign aims to educate consumers on how their purchases directly support these farmers and their communities, showcasing not just fashion but the stories behind the clothes.

“Farmers are the backbone of our nation, but are not always thought of when you’re buying a pound of butter or a bag of shredded cheese,” said Pat Dunneback, Group Brand Director at Battery. “When working with Land O’Lakes it was important to develop a culturally-connected campaign that not only highlights these individuals, but also shows the brand’s commitment to sustainability, its people, and impact on communities. By leaning into the Farmcore aesthetic, the timing couldn’t be more perfect.”

To spread the word, Battery and Land O’Lakes have initiated a traveling tableau in New York, capturing the essence of Farmcore and encouraging public interaction and social media sharing. Additionally, the campaign includes a custom apron giveaway, turning consumers into participants in the Farmcore movement. Social media, CTV, and out-of-home advertising are being utilized to extend the reach of this narrative.

"We believe in shining a light on the incredible impact Land O'Lakes farmers make - they are at the heart of everything we do," said Elizabeth Nelson, Director of Brand Marketing, Dairy Foods at Land O'Lakes. "By collaborating with Battery, we're finding innovative ways to share our farmer owners' stories, helping people see the good that comes from buying Land O'Lakes products. Hosting our own "Paris" fashion week allows us to showcase Land O’Lakes farmers’ impact in unexpected and meaningful ways."

Land O’Lakes' innovative approach during Fashion Week not only redefines what fashion can represent but also underscores the cooperative's commitment to its members and consumers. By turning Farmcore into a platform for community support, Land O’Lakes demonstrates that fashion can indeed be a powerful tool for storytelling and social good.

CREDITS
Land O’Lakes
Heather Malenshek - Chief Marketing Officer
Catherine Fox - Vice President of Enterprise Marketing
Elizabeth Nelson - Brand Marketing Director
Christina Ilstrup - Brand Manager
Linzey Holzhauer - Senior Brand Marketing Specialist
Samantha Kelly - Digital Content Specialist
Battery
Anson Sowby - CEO
Phil Khosid - CCO
Scott Brown - ECD
Michelle Fischer - Group Creative Director
Jake Christensen - Sr Copywriter
Jara Cadiz - Art Director
Carl Larsson - ACD
Pat Dunneback - Group Brand Director
Miranda Curry - Brand Director
Kristen Garcia - Brand Manager
Marco Vidalis - Head of Production
Kara Pierce - Sr Producer
Paige Shuman - Strategy Director
Havas Media
Kristin Ambrookian - VP, Planning Lead
Annina Chin-Sukhdeo - Associate Planner
Ausilia Leung - Media Planner
Steven Liu - Associate Director
Genevieve Glueckert - Associate
Emily Lima - Associate Director