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By Audrey Kemp | Junior Reporter

October 3, 2022 | 3 min read

American farmers toil in the soil to feed the population every day. Land O’Lakes aims to honor these unsung heroes with ‘Farmers are Incredible’ ahead of National Farmer’s Day on October 12.

While we all need food to eat, it’s easy to forget about where it comes from and the incredible people who produce it. Butter brand Land O’Lakes aims to spotlight American farmers throughout the month of October with ‘Farmers are Incredible’.

The 30-second film features minimal yet striking imagery of Land O’Lakes’ own co-op members. Most importantly, however, it puts much-needed emphasis on the importance of the agriculture industry with staggering statistics. “Farmers: we all know they work hard and we all depend on them,” the ad says. “But did you know, they are fewer than 1% of us yet they feed 100% of us?”

The campaign comes just before National Farmer’s Day, which falls on October 12.“National Farmer’s Day, much like farming itself, has been around so long that there is no record of when it actually began – but it does one important thing and that is elevate the heroic men and women who work to keep us fed every day,” says Heather Malenshek, chief marketing officer at Land O’Lakes.

“We hope this effort creates awareness of the awesome feats of these farmers, encourages a dialog surrounding the importance of farming and brings a new appreciation for their work on a national scale.”

Land O’Lakes also plans to bring the creative to life via a Big 10 Network partnership. Each day from October 3 to October 12, the brand will spotlight a Big 10 athlete – such as former linebacker for the Minnesota Vikings Chad Greenway or Denver Broncos linebacker Josey Jewell – who has a direct tie to the farming community. Each player will share their story on social media with a unique player card.

The brand will also roll out an in-person activation at the Nebraska Purdue Game on October 15, where gameday attendees can expect to see the short film as well as stills across the stadium.

‘Farmers are Incredible’ was concocted and developed by Human Design, a creative agency that has previously worked with Netflix, Google and Nike.

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