Fact: By 2050, the world will need to grow enough food to feed 9 billion people. WinField United, the crop inputs division of Land O’Lakes, was known for supplying retailers and farmers with agricultural products. But there was both a need and an opportunity to embrace the challenges ahead, and let the world know the brand stands for something bigger than the products it sells.
Together, we launched a purpose and positioning effort that effectively laid the groundwork to shift WinField United's behaviors in all facets of marketing and beyond. From the creation of a modern museum to leading a worldwide water initiative, the brand's actions now connect people to where their food comes from - and is transforming WinField United from a product supplier to a partner in navigating modern food production.
Tim Scott, Chief Marketing Officer, Land O’Lakes, Inc.