BRAND: LAND O'LAKES [http://www.landolakes.com/]

 

CHALLENGE: Land O'Lakes is one of the largest producers of butter and cheese in the United States. In 2009, an undercover video released by People for the Ethical Treatment of Animals (PETA) depicted animal abuse of dairy cows and showed unclean conditions in the barn and milking parlor and cows with infections and illness. The supplier's employee was found not guilty of animal cruelty charges; however, this incident has significantly damaged its brand image and sales number.

 

MISSION: Trigger an emotional bonding between the consumers and the brand.