Land O’Lake + United Way
Challenge
Every year, Land O’Lakes, Inc. conducts a campaign in support of the United Way Twin Cities. Every member of the team is encouraged to participate in events such as golf outings, bake sales, employee open houses and the campaign kickoff convocation to bring awareness to the philanthropic cause for Land O’Lakes.
Solution
As part of the 2018 campaign, FLM Harvest designed creative that provided a powerful message to demonstrate how each individual’s contributions make a larger impact as a whole. We accomplished this through showcasing Land O’Lakes team members and allowing other team members to share in the multiplier effect. FLM Harvest researched several facts about United Way to provide a macro sense of emotional greater good for contributing to the Land O’Lakes United Way campaign, and also paired this with an even more emotional (micro) story from Land O’Lakes team members who many would know and recognize as local people they work with every day. The YOUnited campaign was designed to show that anyone can give just a little bit of their time, money or other resources to make a really big impact. Through this campaign, FLM Harvest developed several on-campus promotional items including: • Stair facts • External wall decals (two stories tall) • A promotional video featuring Land O’Lakes team members who actively give to United Way agencies and their respective contacts (e.g., services dogs/owners, mentees, previously homeless, etc.) • Elevator door coverings • Event signage for the golf outing, etc. • Café signage and lunch tray decals • Campaign kickoff PowerPoint presentation
Results
In 2018, Land O’Lakes raised more than $2 Million in support of the United Way Twin Cities. In 2017, a similar campaign video written, produced and edited by FLM Harvest won the United Way Best Video award.
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