Land O’Lakes Presents Fashion with a Purpose with New 'Farmcore' Movement

While Farmcore has been making the rounds on social media (hello Barn Jacket) it’s far from just an aesthetic. It's a way of life that is grounded in the everyday work of farmers in America's rural communities. 

Land O’Lakes is a 103 year-old cooperative with a legacy of working with their farmer-owners to support success in their individual businesses and communities, as well as creating delicious dairy products for consumers. 

This Fashion Week, Land O’Lakes has tapped creative AOR partner Battery to take Farmcore from the runways of Paris, France to the fields of Paris, Wisconsin, via a national campaign which showcases how purchasing Land O’Lakes products supports 1000+ farmer-owners who are creating impact in their local communities every day.

The brand hosted a Farmcore-to-Table Runway event, where models strutted down a literal dining table wearing authentic Farmcore looks - sourced directly from Land O’Lakes farmer-members. The emcee hosted the party from a one-of-a-kind Land O’Lakes butter side stage. 

A glambot was on hand to snap a close-up shot of these looks, which were supported by a selection of favourite dairy-based dishes of the farmer-owners donating garments for the event, such as apple pie and grilled cheese. 

The Farmcore-to-Table Runway event and subsequent social campaign invites consumers to work that workwear and devour delicious dairy, because when they do, it benefits 1,000+ Land O’Lakes farmer-owners and their communities.

To help build word-of-mouth and attention around Farmcore, Battery and Land O’Lakes are also launching a travelling tableau of the Farmcore aesthetic, driving through the streets of New York, with the goal of driving consumers to see and share this unique content.

Other Farmcore campaign elements include a custom apron giveaway and social content centred around the Farmcore aesthetic and hardworking farmer-owners that give substance to the trend. The national campaign will run across social, CTV, OOH, and running on Dotdash Meredith-owned media.

“Farmers are the backbone of our nation, but are not always thought of when you’re buying a pound of butter or a bag of shredded cheese,” said Pat Dunneback, group brand director at Battery. “When working with Land O’Lakes it was important to develop a culturally-connected campaign that not only highlights these individuals, but also shows the brand’s commitment to sustainability, its people, and impact on communities. By leaning into the Farmcore aesthetic, the timing couldn’t be more perfect.”

"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, dairy foods at Land O'Lakes. "By collaborating with Battery, we're finding innovative ways to share our farmer owners' stories, helping people see the good that comes from buying Land O'Lakes products. Hosting our own "Paris" fashion week allows us to showcase Land O’Lakes farmers’ impact in unexpected and meaningful ways."