Land O Lakes is a dairy co-operative that allows hundreds of farmers to sell their products under one brand name.
Problem: Land O Lakes is extremely popular but people dont know why they are buying it. With the rise of gourment and private label brands, Land O Lakes is being squeezed in the midle.
Key Strategy: For the first time in recent history, Butter is out selling Margerine. To sell more Land O Lakes, our strategy is to leverage the brand's co-op history to make it, "the butter with a backstory."
Current Consumer- Everyday Moderate
New Consumer- Selectively Local Cook
Purchase Journey of Current and Future Consumers
New Branding and Creative
Land O Lakes Saute Express did not match the feeling of the other products,this is our redesigned package. We created all natural varieties that will appeal more the LOL consumer.
Case Studies- Product Redesign
Case Study- Product Elimination
To maintain the new all natural approach we decided to eliminate Margerine from the Land O Lakes line.
CBM: Kagan McSpadden
CS: Ali Katz
AD: Rosalee Lewis,
Rafael Cavalcante Vilela
CW: Madeline Trebenski
CT: Kathryn Stern