Land o’lakes
The ‘Farmers Are Incredible’ campaign was made to educate the masses on the importance of farming and the remarkable feats of farmers - the 1% who are feeding 100%.
The campaign brought America together to celebrate our farming heroes on a big stage, through powerful messages delivered in TV, digital, social, influencer and experiential arenas.
THE STRATEGY
Digging into USDA and Census data, I found that farmers represent fewer than 1% of the U.S. population. So what? Those farmers are responsible for solving some of society's biggest challenges - like how to sustainably feed a population that’s growing toward 450 million by 2050.
During a time when mainstream media vilifies agriculture, there was no better time to honor our true heroes for all that they do. And who better to lead the initiative than one of the nation’s largest farmer-owned co-ops, Land O’Lakes.
THE CAMPAIGN
The statistics in my research became the hero messages of the ‘Farmer’s Are Incredible’ campaign, resulting in 4 nationally televised TV spots. Beyond TV, I designed a full integrated media communications plan centered around capturing attention. Impact stats and tranquil visuals captured at Land O’Lakes farms were carried through every touchpoint and across channels.
THE RESULTS
Thanks to the ‘Farmers Are Incredible’ campaign, millions of Americans now recognize farmers as the true heroes that they are. It’s a good start. And like life on the farm, there’s always more work to be done.