Land O’Lakes, the butter giant, stole the spotlight during Fall/Winter Fashion Week with its ‘Farmcore’ campaign, celebrating the importance of rural farmers in America. Through an innovative showcase in Paris, Wisconsin, the brand engaged consumers and highlighted the local impact of its farmer-owners.
“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 at Land O’Lakes. The event, produced in collaboration with the creative agency Battery, featured a “Farmcore-to-Table” runway, where models donned authentic Farmcore attire sourced from the brand’s farmer-members.
Filmed in Paris, the event generated content for social media, TV, and billboards, aiming to connect consumers with the over 1,000 farmer-owners behind Land O’Lakes.
Pat Dunneback, Group Brand Director at Battery, added, “Farmers are the backbone of our nation, but are not always thought of when buying butter or cheese. This campaign not only highlights these individuals but also reinforces the brand’s commitment to sustainability and community.”
The campaign also included apron giveaways and a traveling display of Farmcore style through New York, encouraging consumer engagement with the content.
Alice’s hoodie
This sweatshirt was donated by Alice, a Land O’Lakes farmer-owner who wears many hats. Alice is a steward of the land and water, business owner and visionary working to lead the dairy industry into the future through conservation-minded farming efforts.
Laura’s jeans
These jeans, donated by Land O’Lakes farmer-owner Laura have put in the miles. On top of working on the dairy, Laura spends time volunteering in local classrooms and educating future generations on the importance of dairy and agriculture.
Brett’s jacket
This jacket was donated by Brett, a farmer-owner making an impact in his community. He’s turning food waste from local supermarkets into electricity to power his family’s farm and surrounding homes.
Becky’s gloves
These work gloves protected the hands of Becky, farmer-owner of Land O’Lakes. When a barn collapsed during a snowstorm, Becky’s resiliency and grit produced long-term improvements on her dairy farm. She now dedicates herself to ongoing advocacy for agriculture, animal care, and sustainability.
Colleen’s hoodie
This hooded sweatshirt was donated by Colleen, a Land O’Lakes farmer-owner working on a dairy farm that started in 1898. Five generations later, Colleen dedicates herself to sustainable farming, modern technologies and bringing support to her entire community.
Jeremy’s overalls
These donated overalls showcase the efforts of Jeremy. He’s a Land O’Lakes farmer-owner who not only works as a dairy farmer, but also dedicates himself to educating the community about sustainable farming practices through farm tours for local school groups.
Joseph’s coveralls
These coveralls were donated by Joseph, who has dedicated himself to dairy farming and his community. That dedication shined during historic flooding in California when this Land O’Lakes farmer-owner helped save 2,400 cows by herding them into trailers after dark.
Farmcore is more than a fashion trend, it’s a way of life. Watch the stories behind the workwear in the Land O’Lakes Farmcore-To-Table Runway Show during Paris, Wisconsin Fashion Week and learn more at LandOLakes.com/Farmcore.
