Land O'Lakes: All Together Better by The Martin Agency

Date: Sep 2018
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A couple years back, butter company Land O’Lakes first showed the world that their butter is the product of a collective of farmers. The company has returned to continue to introduce us to those farmers and their stories in the ‘All Together Better’ campaign.

In August, Land O’Lakes launched the first chapter of the ‘All Together Better’ campaign with ‘She-I-O,’ a music video by country singer Maggie Rose that shows the strength of women farmers. The continuation of that campaign digs deeper, pulling the curtain back and telling the stories behind those farmers and others that make up the Land O’Lakes co-op.

The brand’s anthem video tells how, in 1921, the company decided that it would be better if its farmers shared techniques and ideas to make the company grow. Jump ahead, and that continues to this day, its 1,791 dairy farmers finding ways to conserve the land, protect the animals and make their butter better, even with their “different backgrounds, opinions and beliefs.” It then briefly suggests that, if those farmers can agree on something, the whole country can come together as well.

Several ‘In Their Words’ documentaries help tell the story of the farmer-owned co-op as told by its members. That includes one of the woman farmers featured in the first ‘She-I-O’ song, Candice, who talks about her family farm and all the tasks involved with running it. Other films include the Dotterer family talking about why a farm is a great place to raise children, and the Goode family on a multi-generational dairy farm.

Credits

Land O’Lakes Credits:

Chief Marketing Officer: Tim Scott

Executive President & COO, Dairy Foods: Chris Roberts

Sr. Marketing Director, Dairy Foods: Catherine Fox

Director, Integrated Marketing Communications: Julie Anderla

Sr. Manager, Integrated Marketing Communications: Anna Squibb

Integrated Marketing Communications Specialist: Linzey Sarreal

Content Marketing Associate: Gabi Winkels

Community Manager: Kealy O’Neill

Director, Insights & Strategy: Lynn Franz

Marketing Manager, Dairy Foods: Ryan Stalker

Member Relations Dairy Advisor: Justin Potts

Member Relations Dairy Advisor: Pete Garbani

The Martin Agency Credits:

Chief Executive Officer: Kristen Cavallo

Chief Creative Officer: Karen Costello

Group Creative Director: Jerry Hoak

Creative Director: Anne Marie Hite

Associate Creative Director: Tara Gorman

Associate Creative Director: Sara Kuhs

Executive Producer: Kerry Ayers

Executive Producer: Kim Zaninovich

Senior Content Producer: Liza Miller

Junior Content Producer: Arielle Blais

Business Affairs Supervisor: Alice Isner

Group Account Director: Walker Teele

Account Director: Chloe Bos

Account Executive: Laura Holland, Kendall Gardiner, Blake Mirzayan

Project Manager: Ashley Althizer, Danielle Cin

Financial Account Supervisor: Elizabeth Moore

Associate Digital Producer: Shaun Roach

Executive Print Producer: Jenny Schoenerr

Senior Designer: Whitney Boggs

Art Director, Digital: Lauren Erickson

Associate Designer: Sara Goforth

Senior Studio Artist: Margaret Griffith

Experience Designer: John McClaire

Group Strategic Director: Iris Coldibelli

Strategic Director: Christie Chaffee

Senior Strategic Planner: Hank Thornhill

Strategic Planner: Lauren Tresco

Associate Strategic Planner: Stuart Good

Production

Production Company: Here Be Dragons

Directors: Similar But Different

Director of Photography: Eric Ulbrich

Executive Producer: Kamila Prokop

Executive Producer: David Richards

Head of Production: Mamta Trivedi

Producer: Phillip Sheridan

Editorial

Editorial Company: Whitehouse Post

Editor: Heidi Black

Assistant Editor: Ashley McGinn

Editorial Producer: Annie Maldonado

Finishing

Color: Carbon

Colorist: AubreyWoodiwiss

Senior Producer: Frank Devlin

Custom Music

Singer: Maggie Rose

Writer: Maggie Rose and Liz Rose

Mix: Starstruck Records and Bobby Holland

Media

Director of Analytics & Communications Planning: Demian Brink

Media Director: Michelle Daidone

Media Supervisor: Santia Nance

Media Planner: Devon Dorney

Assistant Media Planner: Mark Shank

Local Buyer: Ana Costa

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