Land O'Lakes, Inc.Brand CampaignSocial Media StrategyPaid & Organic

Eat It Like You Own It

Giving people permission to indulge, knowing every bite supports farmer-owners.

+3.9%

Campaign-period sales lift

+26%

Younger audience purchase intent

+4%

Farmer-ownership association

30%

YoY inbound message growth

Context

Timed to Land O'Lakes' 100th anniversary, "Eat It Like You Own It" introduced a bolder brand platform rooted in the company's farmer-owned co-op model. The campaign reframed indulgence as something consumers could feel good about, because every purchase supports more than 1,000 independent farmers and their communities.

Challenge

The brand needed to modernize perception and make its farmer-owned story more relevant to younger audiences. Social had to do more than echo the campaign. It needed to extend the platform into culture, adapt it for paid and organic channels, and keep it relevant beyond launch.

Insight

Farmer-ownership made indulgence feel justified. By translating the campaign into timely, platform-native social content, we could make the idea feel more participatory and more relevant to how people engage with brands every day.

Role

Led the integrated social strategy of the brand campaign, turning the platform into a unified paid and organic presence. Worked directly with the advertising and media agencies to shape how creative was adapted, extended, and distributed across social as one connected effort.

Execution

Developed the social strategy that translated the core campaign idea into paid and organic content across the Dairy Foods portfolio.
Partnered closely with advertising and media agencies to refine creative, adapt hero assets for social, and counsel on channel fit and distribution best practices.
Refined the Dairy Foods tone of voice to reflect the campaign's more confident, indulgent, and contemporary brand expression.
Built timely campaign extensions around seasonal moments, holidays, and trends using social listening, audience behavior, and cultural insight.
Created ASMR-style social content that let the product speak for itself and turned indulgence into a more sensory, craveable feed experience.
Reworked traditional CTV creative into platform-native social assets, including in-feed content and branded GIPHY extensions, to extend the campaign across formats.

Impact

The campaign helped Land O'Lakes modernize its brand expression while strengthening the connection between indulgence and its farmer-owned identity. During the live campaign period, the work contributed to a 3.9% sales lift across product lines, a 26% lift in purchase intent among younger audiences, and a 4% increase in association with farmer-ownership.

Social also helped extend the campaign beyond its hero assets, generating 2.6 million GIPHY views and creating more opportunities for consumers to engage with the brand in everyday moments. By approaching social as a strategic campaign extension rather than a support channel, the work helped the platform stay culturally relevant across paid and organic touchpoints.