Land O’Lakes Spotlights Female Farmers in Its Feminist Reimagining of ‘Old MacDonald Had a Farm’
By Lindsay Rittenhouse
“She-I-O” debuts with a full music video featuring Maggie Rose and several real female farmers, kicking off a larger campaign, “All Together Better,” from Land O’Lakes, which leaned on a predominantly female team at The Martin Agency to create. The campaign also intends to position Land O’Lakes as the member-owned agricultural cooperative it is, not just the consumer-facing brand of cheeses and butter.
Grammy Award-winning songwriter Liz Rose—whose credits appear on various country hits including Taylor Swift’s “Fearless,” Little Big Town’s “Girl Crush,” Carrie Underwood’s “Cry Pretty” and Kenny Chesney’s “Better Boat”—collaborated on “She-I-O.” The video (below) was directed by female powerhouse duo Charlotte Fassler and Dani Girdwood of Similar But Different.